Welcome to Analytic Mix! We deliver data-driven, actionable intelligence and analytics to help media agencies and brand marketers optimize their media and marketing mix decisions across channels and platforms. Learn more about how our approach unlocks key insights and KPIs to drive better marketing ROI, and visit our blog frequently for insights and news from our team.
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…]
“If you can’t explain it simply, you don’t understand it well enough” – Albert Einstein.
In the same vein, strong analytics vendors should be able to explain the complex statistical and technological terms to their clients in a simple manner. In fact, they should be able to clearly speak to the business value their analytic solutions provide. Analytics technology is a means to an end, and not an end in itself. At the end of the day, your analytics solution should be able to deliver an increase in ROI, and not merely add to your technology stack. [Read More…]
Understanding the different ad decay effects of advertising across different channels
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…]
Our clients often ask us whether it’s better to focus on reach or conversions to plan their media strategy. We see that there is a bias towards focusing on driving reach or conversions, but in reality, it depends on your target audience and marketing objectives. This bias is because traditionally there has been no easy way to link offline channel spend with conversions. However, with advanced statistical techniques we are able to derive a link and in some cases it makes more sense to optimize on conversions. [Read More…]
The role of determination time in calculating ad effectiveness
Many software products have flooded the marketplace that claim to calculate the ROI on TV advertising. But how effective are they? Most look only at the short-term effect of TV advertising by measuring the spike in KPIs such as website visits and online sales within a short (one to two hours) time window of a TV spot airing. Unlike other elements of the marketing mix, such measurement models fail to take into account that the effect of a TV ad can persist for a long time. [Read More…]