AMP, a custom-built statistical modeling and predictive planning platform to manage and execute models
Many Analytic Partners clients have multiple brands in multiple categories and sub-groupings, and therefore many clients require hundreds of Marketing Mix Models to be developed simultaneously. One possible, but short-sighted, reaction to the need for multiple, complex studies running simultaneously is model automation coupled with statistical short-cuts and model pooling to cut down on the time it takes to create a model.
Analytic Partners has rejected the short-cut, cookie-cutter approach, and has invested heavily in AMP to create a marketing modeling platform that automates work-flow while maintaining customized, fully-formed models.
Ease-of-use is imperative for both our clients and AP analysts, and AMP is built to be leveraged by both highly trained AP employees, and client-side analysts and modelers.
AMP has been developed in-house for our analysts and statisticians, and can be customized for any type of client. Analytic Partners’ experience is that the best models balance real world and evolving business challenges with a disciplined statistical approach. Additionally, effective modeling requires experienced oversight of data sources and data hygiene standards. Thus, while AMP is highly intuitive, modeling with AMP requires a fundamental level of knowledge and experience in working with the data, statistics, and analytic algorithms.
A key feature that we have embedded into the AMP platform is intelligent triggers that provide automatic call outs, watchouts, and recommendations based on both data configurations and model results. Thus, users experience assistance from the platform without any dumbing down of models.