MEDIA MIX MODELLING
Connecting media investment to your bottom line.
Media Mix and attribution modelling is an essential tool for guiding media budgeting decisions. There is a pressing need to fully capture the variety of ad formats and tactics available in digital marketing, and their associated costs to track the relative impact of different media channels and touch points leading to eventual purchase.
Multiple exposure to digital touchpoints ending in purchase. Often, only the digital channels are measured / tracked, getting all credit for this conversion.
Once a model has been built which adequately fits this data, we can determine future scenarios and support intelligent, strategic decision-making.
The infrastructure we develop is as below:
