Online advertising is targeted and effective in increasing awareness and volume. As marketers migrate to the digital space, online advertising costs are increasing and likely to result in lower return on ad investment.
- Allocate optimum spending between social media, search, banner & email
- Maximize online efficiency through benchmarking
- Understand the relationship between online-driven awareness & volume lift
- Quantify the impact of cross media on volume & profitability
- Leverage online advertising to reduce price elasticity among key demographics
SMS point-of-sale and survey-based marketing mix models separate the impact of online vs. traditional media on volume. This is achieved by measuring awareness levels associated with various forms of media and by integrating these factors in our volumetric predictive models.
SMS Online Measurement Analytics
Our integrated modeling, based on survey and point-of-sale data, delivers four key strategic insights to advertisers:
- Advertising volume decomposition & ROI
- Viewership measurement & tracking
- Share of online voice impact on volume
- Online awareness impact on stated intent to purchase
Online and traditional media awareness levels are used to calibrate Bayesian volume decomposition models
