Marketing Mix Modeling & ROI Optimization Marketing Mix Modeling & ROI Optimization

Dunn Solutions Marketing Mix consultants will show you how to allocate your marketing spend across channels effectively.

In the early 1900's, entrepreneur and advertising pioneer John Wanamaker summarized how difficult it was to quantify the response to advertising in his most notable quote "Half the money I spend on advertising is wasted; the trouble is I don't know which half."  Truer words have never been spoken and businesses still struggle with how to optimize marketing spend.  Dunn Solutions Marketing Mix Model consultants will tell you the best ways to allocate marketing budget by channel.

Dunn Solutions Marketing Mix experts will show you how to maximize return on marketing investment (MROI, ROMI or ROI) by creating a marketing mix model based on your data.  Dunn Solutions Marketing Mix consultants use machine learning to mine your marketing and sales data and build predictive models that work with math and statistics and not gut feel.

Do you have the right Marketing Mix?

Dunn Solutions Marketing Mix experts will determine how much of existing sales are a direct result of marketing spend (attribution) to determine if marketing dollars are increasing sales.  Knowing this, Dunn Solutions Marketing Mix consultants will optimize marketing spend by channel to increase revenue.

Dunn Solutions Marketing Mix consulting services include marketing mix metrics and recommendations on how much marketing budget to allocate across marketing channels to maximize marketing ROI

Contact Dunn Solutions' Marketing Mix Analytics experts for your next project!

 

Dunn Solutions Marketing Mix Modeling & ROI Optimization

Measuring Marketing ROI (ROMI, MROI)

Measuring marketing ROI (ROMI) is critical to understanding if your marketing is working.  Dunn Solutions Marketing Mix consultants provide you with your marketing spend return on investment using machine learning and data mining to determine the effectiveness of your marketing channels.  Dunn Solutions Marketing Mix experts create marketing mix models that measure incremental sales per marketing dollar spent by channel.

Contact us to discuss how to measure your ROMI!

Measuring Media and Marketing Campaign Contribution

As part of the Marketing Mix Model, Dunn Solutions Marketing Mix experts measure your media and marketing campaign relative contribution. Within a marketing channel, there are several marketing campaigns. Dunn Solutions Marketing Mix Model includes measurement of those marketing campaigns contribution to the overall channel.  This provides your organization with more granular insight to more effectively use your marketing budget.

Contact us to discuss marketing media and campaign contribution!

What is Multi-touch Attribution?

Multi-touch attribution (market channel attribution) refers to attributing credit to the appropriate market channel for a conversion.  Dunn Solutions Marketing Mix experts will build attribution models to help your organization attribute the appropriate level of credit to a marketing channel.  This is a critical part of Marketing Mix Modeling and marketing spend optimization.

Two attribution models, Last Touch and First Touch give all the credit to either the last or first impression.  While these models are often used, they don't provide enough insight to optimize marketing mix.  Dunn Solutions consultants use a Multi-touch attribution model.  The Multi-touch attribution model (using Monte Carlo simulations) does a much better job and supports the various phases of the customer journey. Dunn Solutions consultants' multi-touch attribution model assigns weights to the various marketing channels to give credit (attribution) for each marketing channel's participation in the conversion.

Contact us to discuss your multi-touch attribution needs!

How Do I Allocate Marketing Spend by Channel?

Dunn Solutions Marketing Mix consultants use predictive models to identify the marketing channel saturation curve and optimal marketing spend point.  Using machine learning Dunn Solutions experts run simulations which reallocate budget from channel to channel until the optimal mix is identified.  This actionable insight is then provided to you so you can work with your agencies and vendors to get the most marketing return on investment.

Contact us to discuss how you should spend your marketing dollars!

Marketing Budget Optimization

Dunn Solutions Marketing Mix experts understand that you work within budget and contract constraints with your marketing vendors.  Dunn Solutions marketing mix consultants use these constraints as inputs into our marketing mix optimizer to generate the best possible return on investment given those constraints.  This makes the recommendation relevant and the insight actionable.

Contact us to discuss your marketing mix budget optimization!

Marketing Mix Model Recommendations and Metrics

Dunn Solutions Marketing Mix consultants provide you with marketing spend recommendations as well as the following marketing mix metrics:

  • Current Marketing Mix Return on Investment (ROI, MROI, ROMI)
  • Simulated unconstrained ROI
  • Simulated constrained ROI
  • Contribution per GRP/Impression
  • Promotion Effectiveness
  • Impact of Seasonality, external factors, internal factors

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