Our sportswear client was not getting the most out of their media budget. They needed a more efficient solution than a marketing mix model to quickly analyze their media ROI.
OUR BOLD AMBITION
To deliver a best-in-class cookieless measurement solution that enabled media ROI analysis within minutes so the brand and media agency can quickly move the budget into top-performing channels to drive better business outcomes.
We delivered a regression-based attribution (RBA) model that significantly expedited and enhanced the brand and media agency’s ability to optimize budget allocation.
Our approach included:
Leveraging Google Colab notebooks, Python, and other tools to build and deliver the model
Applying machine learning models to analyze media effectiveness
Building a solution that moved the brand away from a last click attribution model
Our RBA model was delivered in just 2 weeks. Compared to MMM, which can take up to 10 weeks, we created 280 hours in time savings and $95k in cost savings.
Bilal Mussa Data Science Project Lead, Acceleration
Delivered a measurement solution at speed Creating time and cost savings
We delivered our RBA model in 2 weeks Compared to MMM, which can take up to 10 weeks, we created 280 hours in time savings and $95k in cost savings
Reduced time from raw data to insight to action by nearly 100% We reduced timelines from 2 weeks to minutes by creating a more user-friendly solution
Uncovered key insights We identified opportunities to shift media investment into top performing channels