According to its developers, the improved Link360 enables advertisers to understand the role "viral recommendations" play in the effectiveness of campaigns, including multimedia communications across online video, blogs, TV, radio, outdoor and print.
The company said Link360 would "review the entire mix" of cross-media campaigns, instead of focusing on just one particular discipline, to give a more rounded picture of a campaign's effectiveness.
The package works by pre-testing an ad before it goes live by interviewing people about their attitude towards a particular campaign, to give an insight into how it might perform when it launches.
Dan White, director of communications at Millward Brown, said: "Recent research shows that TV advertising and online activity can complement one another very effectively and a hero execution in one channel could bring a whole campaign alive.
"Understanding this interaction can help advertisers and media planners focus their creative and check that each channel is pulling its weight and playing its intended role."
Millward Brown said marketers would still be able to conduct single discipline projects with Link, but could use Link360 to analyse cross media campaigns.