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…]

How Long Will your Ad Have an Impact?

Understanding the different ad decay effects of advertising across different channels

October 17, 2016
By Haren Ghosh, Founder and CEO, Analytic Mix

A successful media plan strategy involves allocating advertising dollars to different media channels in proportion to their effectiveness. Marketers traditionally measure the effectiveness of media channels along the twin dimensions of reach and frequency. Our research has shown that there is a third dimension that is equally important: how long the effect of an ad persists. [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…]