Marketing Effectiveness

By adopting an independent, comprehensive marketing data mesh, organizations can take control of their infrastructure and position themselves at the forefront of data-driven marketing. With a focus on easy data ingestion, sophisticated analytical capabilities and seamless integration, we build marketing data lakes that empower teams with the insights needed for predictive analytics and a unified view across all marketing channels

Marketing Mix Modeling (MMM) helps leaders reach the efficient frontier by providing a holistic view of effectiveness across upper- and lower-funnel channels—fully accounting for the value of the long-run brand. Our model is built on an open-source, reproducible and streaming data asset, with top-notch data QA. We work closely with clients to ensure data segments are clean and correct from the start—that way, we can measure with certainty whether activities are effective or not. Our team employs cutting-edge hierarchical Bayesian approaches to get to channel detail and multi-stage models to fully account for the value of upper funnel and earned.

Multi-Touch Attribution (MTA) tracks and analyzes direct and indirect interactions across the customer journey to identify points of friction and determine which touchpoints are most influential in driving a discrete action. We measure up and down the funnel, across digital and traditional channels—and not just those that are easily measured. When we can’t resolve identity, we use probabilistic inference to make sure channels get their fair share of results. Our team is cloud-agnostic and proficient in all leading martech and data platforms, ad servers and CRMs, offering quick ramp-up and speed to impact. In many cases, we deploy MTA, MMM and optimization together, using the same data.

The science of econometrics can help predict future trends, behaviors and outcomes while accounting for risk and customer lifetime value (CLV), enabling leaders to make confident, data-driven decisions. We integrate marketing measurement, forecasting and optimization techniques to find the right marketing mix and level—over quarters or years—to reach growth goals.

Testing is the gold standard for measuring causality and impact. We help marketers build and read robust testing plans and then use test results to update MMM and MTA models.  Using Bayesian causal inference, we design and execute tests in demand capture channels like paid search and affiliate marketing to identify what’s accretive, a distribution tax and what’s truly duplicative—saving money that can be moved up the funnel.