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

How Long Will your Ad Have an Impact?

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…]

What do I optimize on: Audience Reach or Conversions?

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…]