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Use machine learning to optimize your media mix

In a business landscape where competition is rife, marketers have to serve their campaigns on more channels than ever before. This continual juggling act can make it difficult to determine which marketing activities are actually contributing towards your sales or brand awareness.

AITA®
Artificial Intelligence Tool for Advertisers

Indaru has developed AITA® (Artificial Intelligence Tool for Advertisers) in order to help you gain a better understanding of your marketing investments and optimize your marketing budget.

In a cookieless environment, marketing mix models can help businesses understand and analyze the effectiveness of their marketing efforts by using alternative data sources. Marketing Mix Models (MMM) can use data from a variety of sources, such as customer surveys, sales data, and website analytics, to understand how different marketing channels and tactics contribute to overall business performance.

AITA’s® user interface, visualizations and analysis will be fully customized to match your current needs, no one size fits all approach.

How the newest Marketing Mix Models can optimize media budgets

As marketing budgets have come under ever-increasing pressure in recent years and businesses have adopted omnichannel strategies, companies have been looking for more efficient ways to allocate those budgets. One approach to optimizing limited budgets that has gained popularity is the use of Advanced Marketing Mix Modelling (MMMs).

MMM is a statistical technique that quantifies the relative contribution of each element of the marketing mix to overall sales or profits. By understanding how different marketing activities contribute towards driving revenue, you can identify which activities are most effective and allocate your resources accordingly.

AI can be useful to eliminate human bias and support the budget planning process

You can also gain awareness of aspects like for how long does each channel has an impact on your sales (ad stock) or the diminishing returns of the investment in each channel (response curves) This allows you to get the most out of your marketing budget and maximize campaign performance.

In order to build effective advanced marketing mix models you should collect historical data on all aspects of your marketing campaigns, including reach, frequency, impressions and conversions and consider all the variables specific to your business and location that could affect your marketing mix such as ad spend for each channel, the customer journey, economic climate and any of the other variables that you consider relevant.

Using AITA® to build advanced Marketing Mix Models

With so many variables impacting your sales, it can be very complex to build a model for your business. Artificial intelligence (AI) is revolutionizing the field of marketing mix modelling (MMM). by dramatically improving the efficiency and accuracy of marketing mix optimization.

AITA® is developed in such a way that is agile and scalable, able to provide insights faster than traditional modeling.

MMMs created using AITA® are more dynamic and have improved capabilities to respond to incoming data to accurately make projections. We will update the models as often as needed with no limits.

AITA® (Artificial Intelligence Tool for Advertisers) is a new generation MMM algorithm that will help you to:
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Clearly understand the contribution of each of your marketing activities
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Provide clear budget allocation recommendations, how much to invest in each channel and when to do it to maximize your sales.
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Create unlimited number of investment scenarios considering the different budget constrains or budget guidelines that you need to comply with.
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Forecast your sales, visits, leads, brand equity…

AITA® is developed in such a way that is agile and scalable, able to provide insights faster than traditional modeling.

MMMs created using AITA® are more dynamic and have improved capabilities to respond to incoming data to accurately make projections. We will update the models as often as needed with no limits.

AITA® can be used to evaluate a wide range of marketing activities including advertising, direct mail, PR, events, online marketing and more. New generation of MMM models like AITA® achieve this by providing comprehensive insights into the short and long-term contributions of the various elements of your marketing mix through analysis of past performance and generating projections for the future. This can help you analyze what worked well, what went wrong and how to do better going forward. AITA® can also generate simulations of scenarios, such as increasing your Google ad campaign by 20%, to estimate its impact before implementation.

We are media consulting specialists

With our expertise in machine learning algorithms, we have developed a state-of-the-art AI tool (AITA®) that can help your business maximize the ROI on your media investments. We understand the complexities of analyzing data across multiple advertising channels and the variables that influence these elements. AITA® eliminates these challenges and provides you with clarity as to how each channel contributes to your sales.