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:
Simulation and optimizations
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
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