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

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…]