H3M
Marketing Mix Modeling & Optimizer
Media attribution and optimization platform.
Sencia helps its customers grow by improving their internal processes and increasing their brand impact.
Personalized solutions using computational mathematics, advanced statistics and AI techniques. We give life to data and make it key elements in the company’s decision making process.
The challenges of CMOs are many…
Growth
Hit the target at the right times and places and convert customers at every stage of the funnel. Increase LTV.
Otimization
Adapt to the world without Cookies and assign results correctly. Allocate budget more efficiently to optimize ROI and lower CPA. Maximize marketing impact and show growth effectiveness.
Sustainability
Keep sales in the short term and the brand in the long term. Generate today’s demand and tomorrow’s demand.
Why Is It Important to Correctly Measure Marketing ROI?
To be effective in both the short and long term.
- To obtain data and keep track of the marketing effectiveness.
- To Correctly Assign Contribution From All Touchpoints.
- To Demonstrate the impact of each action and each channel in the company’s growth.
- To Drive Strategy Holistically, Thinking About ROI From The Start.
- To Optimize Media Budget and Maximize Returns.
Dynamic attribution platform to measure marketing effectiveness on sales and contribution to brands.
Marketing MIX
- stands for <1% of marketing budget
- Average increase in marketing effectiveness by 20% to 30%
- Increases ROI by 10% to 20% on the first optimization
Investment x Contribution
- PDV Material
- Digital
- TV
- Seasonality
- Competition
- Macro-economic variables
Decomposition analysis to estimate the incremental contribution of marketing levers.
We calculate the impact of the brand on the business results and how it is built by the media
- BRAND CONTRIBUTION TO SALES: How does the media contribute to the brand’s value and to the company’s financial turnover?
- OTHER BASELINE-LEVEL VARIABLES How do other structural (long-term) variables contribute to the baseline?
- Measuring media performance and activation over time we produce saturation curves that allow the company to optimize budget and allocate marketing resources at its optimal level.
- Each media channel contributes to sales generation according to the level of investment and efficiency employed over time.
- Efficiency curves can be calculated for each media or marketing lever.
Efficiency curves
H3M - Media investment optimization platform
- Assignment of contact points to sales.
- Simulation of predictive scenarios.
- Budget optimization to maximize ROI.
- Results filtered by campaign
- Comparison of current advertising campaigns vs previous advertising campaigns.
- Optimal allocation of investment by channel.
Realized: Investment history stored continuously on the H3M platform.
- Media / marketing data documentation
- Harmonized, validated metrics that effectively impact sales
- Correlation between marketing variables and sales
- Pressure coming from competitors
- Contribution of marketing / media variables to sales
- Growth Drivers
- 360º assignment of media variables
- ROI per always on media channel
Model results: Incremental contribution of touchpoints to sales and media ROI.
Simulator and Optimizer: Predictive analytics and optimal investment allocation
- Simulation of predictive scenarios
- Investment optimization
- Control of investment restrictions
- ROI Maximization
What data sources can help the company make and forecast sales?
Time series variables are the input of the «direct impact on sales»
Data collect
Sencia provides consultancy in the data collection process, guiding the BI and Marketing teams in mapping, extraction and organization of information for current projects and future analyses.
- Objective Discovery
to sort and document all marketing requirements and challenges (e.g. increase sales / increase conversion)
- Data Discovery
to identify the necessary metrics for modeling in line with the established challenges.
- Road Map
recommending practices for extracting and storing marketing data (especially media) that meet current needs and future statistical analysis.