Unified Measurement

A Single Version of the Truth

Unified Measurement for a Complete View of Your Marketing

Understanding what drives business success is more complex and challenging than ever.  Multi-Touch Attribution (MTA) is not enough to answer the demanding questions marketers face and most measurement solutions stop at an aggregate level with limited ability for granular, actionable insight. Analytic Partners has always gone deeper and now provides an even more complete solution: Commercial Mix Models. By connecting strategic and tactical, customer and business lenses, Commercial Mix Models become the foundation for Unified Measurement.

Unified Measurement (sometimes referred to as UMIA) leverages strategic-level (such as Marketing Mix Modeling (MMM) and MTA to bring together aggregate full-business models, and user-level models for a customer view.  The result is a holistic view with consistent data and incrementality, delivering a unified version of the truth.

This approach enables the marketer to identify and adapt to performance drivers, from marketplace changes to channel optimization. Unified Measurement can also add nuance by offering a clearer picture of how multiple factors interact and remove the biases inherent with siloed approaches.

Unified Measurement

Holistic Business & Customer View + Consistent Data & Incrementality

UMIA - Unified Measurement MTA MMM

Increase Your Company’s Adaptability

Unified Measurement integrates strategic measurement with tactical analyses, while considering both business and customer lenses, for a holistic view of your business. It results in consistent insights that reveal the incremental impact of spend across all media types.  Rather than disparate results, you’ll get one version of the truth. We validate and gain deeper insights with all models with experimental approaches. Whether accounting for seasonal changes, consumer sentiment, media spend changes or anything that could contribute to the success of the business, being adaptive requires a unified approach.

A Unified Truth Drives Results

Unified Measurement techniques can help you:

  • Make better data-driven budget decisions: Take the guesswork out of spending allocations
  • Increase accuracy and confidence: With a holistic view with consistent data you can develop strategies to drive better results
  • Adapt to fluctuations: You can’t control everything. Unified Measurement helps you understand everything affecting your business from the weather to the business climate.

Adaptive – Every Business is Different

Unified Measurement is an adaptive solution, and can look different based on goals, data availability. Three example use cases from our own experience demonstrate the point:

 USE CASE 1USE CASE 2USE CASE 3
IndustryRetailFinancial ServicesConsumer Goods
Business GoalDrive topline salesDrive customer acquisition and retentionGrow the stagnant category, improve branding and market share
DataRobust store selling data, limited customer and e-Commerce dataRobust customer level data, integrated online & offline activity and salesSyndicated sales data, household panel, brand equity, in –depth capture of online & offline marketing
Key Performance IndicatorsDaily & seasonal sales particularly in seasonNew customer acquisition, churn rateCategory growth, market share, Brand Equity
Adaptive SolutionMix with MTA: Marketing Mix for holistic business view, MTA for digital deep dive (given data limitations focused on website store locator visits)Integrated Mix & MTA: Integrated Marketing Mix and MTA for new acquisitions,  Independent Churn Model, Customer Journey AnalysisSegmentation, Mix with MTA: Buyer segmentation, cross-brand Marketing Mix, Econometric model for brand equity, MTA for digital deep dive
Results34% ROI improvement on $83 million in marketing spend+12% in new customers, 5% reduction in churn rateIdentified segments & marketing to spur category growth, initial results show positive momentum

 

While all the above cases leverage econometric and probabilistic models as well as experimental design for in-market validation and optimization algorithms, the choice and mixture of these techniques are adapted to best meet the business goals.

Every company is different and has its own challenges. What works for one business will not necessarily work for another. The rapidly changing and multi-touch world of marketing meeting outside competitive, economic and market forces necessitates a robust and adaptive solution – to address both the challenges of today’s marketplace and the unknowns of tomorrow.