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GfK Marketing Mix Modeling and 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 and 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 (ROI).

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 on how to allocate your media budget for maximum results.

Part of the solution includes the GfK Media Mix Optimizer, a sophisticated online simulation and optimization app that allows you to simulate and evaluate the allocation of future media budgets on a weekly basis and get recommendations on how to spend best to achieve your business goals.

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 modeling, and local marketing and category insight from our experts.

GfK’s very large, granular POS, segmented by ZIP code or city, can easily be matched with your most granular media and promotion data. That helps us build internally consistent and accurate models with high statistical power. 

Using past performance data from both traditional and digital activities enables us to understand what drives your sales and the ROI is for different media activities. Most importantly, these insights enable us to optimize your media budget, helping you spend more wisely next year. Our models are robust as they control for the store, trend, seasonality, competitive activities and other macroeconomic conditions.

External links

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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