Our analytics expert, Andy Hasselwander, shared his advice with CommPRO on how marketers can achieve sweet victory with marketing campaigns in the post-cookie world
Stop guessing where and when to spend your marketing dollars. Quantify the true return and long-run effects of your brand investments.
Everyone knows marketing across multiple channels is the right move, but in today’s “new normal,” buyer‘s footprints aren’t easily trackable and how, where, and what consumers purchase will never be the same. Doubling down on your marketing efforts means using science and empirical discipline to determine where to place your dollars.
Insights From Us
Drive Measurable Marketing ROI
Understand how to solve the CMO imperative of measuring marketing effectiveness and proving profitability.
Measure Your Entire Marketing Halo
Decide between Marketing Mix Modeling vs. Aggregated and Discrete Multi-Touch Attribution to measure the direct and indirect attribution of tactics.
Attribute Sales to Critical Offline and “Hidden” Channels
Using an econometric approach to Multi-Touch Attribution, you can pinpoint where a specific sale was attributed (including non-digital channels) and understand how sales, deals and leads are typically driven by segment, channel, and time.
Most Common Measurement Challenges
We‘ve been helping consumer and business-to-business brands get to the core of what works and what doesn’t for over 20 years. Our experienced marketing and data science professionals help you answers challenges like:
“How can I quantify my efforts on ‘hard-to-measure’ (offline etc.) channels?”
Understand the ROI of each marketing channel, taking into account its impact on other channels.
“I don’t know the true return of brand investments – whether advertising, or direct response, or more.”
Know the long-run impact of your investments and the right approach for your business whether Marketing Mix Modeling (MMM), Aggregated Multi-Touch Attribution (MTA), or Discrete MTA.
“How do I determine when diminishing returns kicks in and my investments are no longer cost-effective.”
Estimate how long it takes for marketing’s impact to manifest and how long it lasts post-stimulus for optimal timing and results.
The Science Behind Our Work
A Reproducible Data Set Based on Best Practices
An MMM or MTA model isn’t very valuable if it only works once. We focus on creating tidy sets to feed the modeling with clear, code-based data extraction and transformation. Models are built for stability over time; changes in values reliably indicate trends that can be acted upon.
Insights Embedded Into Your Workflow
We build our models to solve our clients’ unique business problems. Whether the goal is driving small-dollar units, high-complexity sales, subscription products, or brand equity, we have the modeling techniques that will work for your company. And we don’t just stop at the numbers; we strive to surface strategic insights that drive long-run optimization of marketing efforts.
Collaboratively Developed in About 12 Weeks
We start with a 2-3 week data audit to understand the dimensionality of stimulus and response data, and then spend the next 6-9 weeks working with the client to build the model(s), insights, and scenario planning models. We meet weekly with the team, presenting detailed progress and validating work as it is completed. This prevents nasty surprises at the conclusion of the work.
No Data Ownership, and No Black Box
Our code base is open-sourced, fully documented, and connected to source systems and vendor files. We hand off a version-controlled code base to our clients at the conclusion of each engagement. Of course, we are also happy to continue providing support—but we do the work so clients can bring it in-house.
Speak with us around your measurement challenges and building the best solution.