Social and display campaigns cannot be assessed purely by tracking visitors, as many people go directly to the website rather than click through. Such campaigns as well as offline advertising require a statistical approach to measure and optimise.
Marketing mix modelling (MMM) is an industry-standard method for assessing performance of individual media within a multi-media campaign. It works by correlating advertising activity in different campaign segments with desired outcomes, such as website visits, sales. or revenue. The calculation reports return on ad spend or cost per action.
MMM uses historical data on both advertising and outcomes, grouped together so that possible cause is associated with potential effects. This typically requires significant data preparation effort. The analysis often requires a qualified statistician.
Our system simplifies and automates both data categorisation and analysis, reporting on channel effectivness, full and incremental ROAS, and channel saturation levels. You can drill-down to details with custom segmentation of your advertising activity.
