Analytic Mix | TV and Cross-Media Attribution, Market Mix Modeling, Brand Lift Analysis

AFLAC Renews with Analytic Mix for Third Straight Year

January 9, 2017

Citing high levels of success in optimizing and operationalizing their media allocations strategies, Fortune 500 insurance leader Aflac has renewed with Analytic Mix for the third year in a row. “Analytic Mix has been a great partner for the past three years,” said Dan Womack, Senior Manager, Head of Insights at Aflac. “They’ve consistently delivered insights that have helped us optimize our media allocations to better drive sales results. We renewed with Analytic Mix because, quite simply, nobody else can do what they do for us.”[Read More…]

Today’s TV Analytics: The Good, the Bad and the Ugly of Audience Data and TRPs

How to overcome third-party data limitations to improve your brand’s KPIs and bottom line

September 6, 2016
By Haren Ghosh, Founder and CEO, Analytic Mix

Almost half of a brand’s ad budget goes to various forms of TV, including cable, broadcast, syndication, satellite, and DRTV. And most of the budget is managed by big media agencies such as WPP, Omnicom and Publicis, who primarily rely upon broad Nielsen audience data for the media planning. Given today’s audience fragmentation and the proliferation of channels and viewing platforms, allocating your TV budget efficiently is complex and challenging–but it can be done. For any media planner or brand marketer seeking to reach a specific audience subset, understanding and overcoming the limitations of broad third-party data approaches is the key to maximizing your TV spend efficiency. [Read More…]

When Attribution Modeling and MMM Talk to Each Other, ROI Happens

August 19, 2016
By Haren Ghosh, CEO and Founder, Analytic Mix

There are several methods to allocate marketing budget across channels. Marketers often use terms such as Media Mix Modeling (MMM), digital attribution, multi-touch attribution and cross-channel attribution, but what do these terms mean? What are these techniques used for? Are these methods complementary? In this article, we’ll take a look at how attribution modeling and MMM work, and why you need them for a true perspective of media impact on sales and KPI. [Read More…]