Campaign media mix
Campaign media mix
Marketing Campaign Planning & Evaluation
What is the impact of an investment in advertising on revenues? In order to optimize the ROI of your online and offline advertising campaigns, we have created a tool that enables to make accurate analyses and forecasts of marketing initiatives, using a data driven approach.
- Description and benefits
- Application examples
The Marketing Campaign Planning & Evaluation solution includes two specialized tools for the analysis, attribution and simulation of marketing campaigns.
MTM (MultiTouch analysis, attribution and simulation by Moxoff) is used in the digital field and exploits innovative models and mathematical algorithms based on cooperative game theory to autonomously reconstruct the contribution that each channel brings to the consumer conversion, in a context where channels mutually interact.
MTM also allows to predict the expected return of different investment mixes, through an algorithm driven by the fine data collected.
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. It allows to simulate the expected response of different investment mixes.
Successful marketing campaigns
Knowing which channels and which campaigns have been most successful allows planning to be done with greater detail and accuracy
Measurement of ROI
It is possible to know the real return in a multichannel context, for example quantifying how much investments in awareness lead to conversion because they are synergic with performance investments
Autonomy in decision-making
Thanks to this solution, it is possible to have the information needed to evaluate marketing activities without resorting to external intermediaries
Sectors
Application examples of Marketing Campaign Planning & Evaluation
Telco
Planning and optimizing campaigns for fixed, mobile and converged subscriptions
Entertainment
Planning and optimizing campaigns for pay-per-view subscriptions
Financial Services
Planning and optimizing campaigns for banking/insurance accounts or services
Deepening
Operating logic
- In MtM, the models receive as input the digital data of all contact points with the customer or consumer (from cookies but also CRM or other, including simple impressions without clicks) both for converters and non converters. Then they reconstruct and analyze the customer journey, evaluate the contribution of each channel to the final result in a context of multichannel synergies, and finally predict the expected response to varying investment mixes.
- The MMM tool builds a mathematical model based on offline and online channel (media) data, as well as contextual variables (pricing, competitor offers, seasonality, etc.) to calculate conversion attribution and understand which channels were the most important during a given period as well as erosion due to competitors. This analysis of historical data will also lead to an accurate prediction of the response to investment mixes and contextual variables in the following period.
Success story: application of Marketing Campaign Planning & Evaluation solution
The solution for a telecommunications operator
An Italian telecommunications operator uses Marketing Campaign Planning & Evaluation to understand which advertising channels are the most profitable.
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