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GfK Marketing Mix Modeling & Media Mix Optimizer

Optimize your media and promotional spend

Media fragmentation means advertisers are finding it harder than ever to target the right campaigns to the right consumers on the right channels at the right time. To reach audiences efficiently, marketing spend has followed eyeballs as they shift from traditional media to more complex digital channels. For advertisers, optimizing marketing campaigns means understanding constantly evolving media consumption patterns in order to maximize return on investment.

Our GfK Marketing Mix Modeling solution has been designed as the single source to help brands perfect their marketing activities and media mix. It’s an action-oriented solution that allows you to evaluate the impact of individual campaigns and specific marketing tactics on actual sales. You’ll receive relevant insights and recommendations of how to allocate your media budget for maximum results.

Part of the solution includes the GfK Media Mix Optimizer, a sophisticated online simulation tool delivered as a dashboard to allow for multiple scenario planning. GfK Marketing Mix Modeling answers a trio of key business questions:

Channel effectiveness

  • Which channels are effective at driving sales?
  • How does the sales uplifts of different channels change over time?
  • Are some channels more effective when combined with others?

Channel efficiency

  • What is the ROI of my various promotion mechanisms and media formats?
  • What would the sales impact be by channel if I increase my budget?
  • Should I spend more or less on a specific channel during key time periods?

Simulation and optimizations

  • How much should I spend and how should I allocate my media budget by tactic to achieve sales targets and maximize ROI?

Optimize your marketing strategy

Our solution is rooted in a powerful combination of your own media and promotions data, with our robust GfK Point of Sale (POS) data, advanced analytics, accurate econometric modelling, and local marketing and category insight from our experts.

This comprehensive business intelligence set allows you to evaluate and simulate the allocation of future media budgets on a weekly basis and get recommendations on how to spend best to achieve your business KPIs. With a significant volume of store-level data from GfK’s POS panel, and your own promotional insights, our extensive dataset allows for interrogation at the most granular level available anywhere. And because the solution includes your competitors’ sales, you can calculate price elasticity, discounts, shelf share, launch activity and retail distribution to precisely assess the impact of your activities and competitive activities on your sales.

Read our white paper: https://insights.gfk.com/marketing-mix-modeling-whitepaper-download 

Watch the video: https://vimeo.com/394955675 password: GfKMMMv2

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