Uncover the True ROI of Your Media Mix

We use sales data, media investments, promotions, seasonality, and key external or competitive variables. Initially, we verify the quality, granularity, and historical depth of the data to define the most robust scope for the analysis.

Last-click attribution assigns credit to the last tracked touchpoint before conversion. Marketing Mix Modeling, however, measures the incremental contribution of different channels, including offline media, also considering promotions, seasonality, competition, and other external variables.

The timing and frequency of the analysis depend on data availability, the number of markets, and the complexity of the media mix. After the initial phase, the update frequency is custom-calibrated for the client. After the initial setup phase, the cadence is defined together based on the granularity and robustness of new data. This ensures recommendations are always current, ready to guide strategic choices.

The model estimates ROI per channel, identifies marginal returns, and simulates alternative allocation scenarios. This allows the team to compare different investment options and choose the mix most consistent with objectives, constraints, and risk level.

We evaluate the internal consistency between ROI and elasticity, the economic sense of the results, and the statistical robustness of the model. Each estimate is then accompanied by confidence intervals to transparently indicate its degree of solidity.