MARKETING-MIX OPTIMIZATION

ADVANCED ANALYTICS – H2 2017 ongoing

Industry: Publishing
Founded: 1893

Profit: CHF 123 mio.
Employees: 3,400

«Thanks to MMO, Tamedia was able to demonstrate and optimize branding effects across channels and campaigns.»
Sarah Safri, Head of Marketing CC, Tamedia

THE CHALLENGE

  • Online–offline gap does not allow for a consistent tracking of campaign performance
  • Last-click attribution overestimates the effectiveness of channels such as SEA
  • Effect of marketing activities on overall corporate success unclear

OUR SOLUTION

  • Marketing-Mix Optimization (MMO) uses machine learning to model cross-channel relationships between marketing campaigns & target KPIs
  • MMO delivers data-based recommendations for an optimized, campaign-specific channel mix

ADDED VALUE

  • MMO used as a budget planning tool for an objective, evidence-based scenario analysis
  • MMO fosters systematic learning process and comparisons between campaigns
  • Significant increase in campaign performance, including a 7% increase in «top-of-mind»