By: Kraig King, Senior Data Architect
The Myth: Marketing Mix Models (MMM) and other modeled solutions have time-consuming data bottlenecks, adding to the delay in actionable results.
The Reality: Agile Mix Modeling™ automates data collection, streamlining the process and making in-flight optimization finally possible.
Measuring your paid media campaign with Marketing Mix Modeling (MMM) can give great insight into your campaign’s effectiveness. It also takes a huge effort for analytics and business intelligence teams.
Before any analysis can even begin, teams spend weeks, often months, gathering data across all channels and sources, formatting inconsistent taxonomies, and cleaning data sets to meet requirements. These models do best with a large amount of historical data, but pulling that together is a huge undertaking for analytics teams. Due to the time constraints of data collection and other factors, results often come long after the campaign has ended and insights are too late to act on.
At Ars X Machina, we developed Agile Mix Modeling™ to change that. We use automated data pipelines to collect media delivery data from sources continuously. Data is stored in our data warehouse with a standardized taxonomy where it is always clean and ready to be analyzed at all phases of a campaign. The data is connected seamlessly to our Agile Mix Modeling™ platform, allowing for model refresh and analysis at a much more frequent cadence than traditional MMM. This gives us the ability to make in-flight changes to spend, creative, channel mix, or partner mix while the campaign is live, allowing optimizations to drive immediate results.
Is your analytics and data team tired of jumping through hoops? Are you tired of waiting, not knowing how your campaign is performing while it’s live? It’s time to streamline your process and results. Let’s talk.
#DataVsDogma #MarketingMeasurement #Incrementality #MMM #AnalyticsLeadership #MediaPerformance #ArsXMachina #StayAgile #AXMAgency
