ENABLING MEDIA ROI ANALYSIS IN MINUTES
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.
OUR SOLUTION
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
OUR RESULTS
- 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
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