Telco & Utilities
Telco & Utilities
Mathematics to optimize advertising investments
The client is an Italian telecommunications operator, specialized in broadband connections and telephony. The company makes large investments in online and offline advertising, so it needs to accurately measure the return from each channel.
- Description and benefits
nvolved in the implementation of various advertising campaigns, both online and offline, the company constantly needs to understand which investments have the greatest positive impact on new contracts. In order to let the client evaluate and plan its investments on both digital platforms and traditional media, such as television, radio, print, and OOH (OutOfHome), we used two tools that allow the company to understand which are the most profitable advertising channels.
Thanks to continuously updated models that measure what happened in the past and predict future scenarios, the company can decide in a more effective way, which channels to exploit and can better assess the KPIs.
ROI calculation
Considering synergies between channels and mediation effects, it is now possible to evaluate the profitability of advertising investments
Increased objectivity
The tool makes analyses and forecasts autonomously, with respect to the players involved and receiving updated conversion forecasts
Management even in extreme contexts
This model is able to calculate the influence of unexpected phenomena, such as the COVID-19 pandemic, on the attribution of conversions and their future forecast
Deepening case study
Solutions for digital and traditional media
To carry out this project, we used two tools:
● MTM (MultiTouch analysis, attribution and simulation by Moxoff) is used in the digital field and leverages innovative models and mathematical algorithms based on cooperative game theory to autonomously reconstruct the contribution that each channel brings to consumer conversion, in a context where channels interact synergistically. MTM also allows to predict the expected return against different investment mixes.
● MMM (Marketing Mix Model) is used on digital and traditional media and analyzes digital (display, search etc.) and traditional (Radio, TV, Print, OOH etc.) advertising investments and their return.
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