Explore products/solutions that amplify human intelligence
The current marketing analytics toolset does not include an exploratory tool for evaluation of media options and expected performance in context of their sales and business model. The media planning exercise is broken and done in isolation far from market & business realities. Through our marketing playbook tool we will bring a mobile & desktop based tool to the marketing organization wherein the brand, media planning and various brand agencies can participate in a common media planning and optimization exercise to develop tactics required to support strategic marketing goals.
Media buying is mostly brand voice focused, and most voice of consumer feedback into media buying is an outcome of episodic brand research studies. Based on our client work and research, we have found that brands can see a significant improvement in media ROI by tapping into voice of consumer trends. At Kvantum, we have developed technology to automatically extract information for brand specific social media conversations, and determine the sales impact. By doing so, we can provide the media planning teams at our clients with the most current voice of consumer feedback.
We are extending a universal media-mix & attribution platform into a service that enables consumer level targeting of personalized experiences including consumer promotions and product recommendations. Most promotions and recommendations today based on matrix factorization or collaborative filtering methods which exploit a user’s browse history. Through our models, we are building additional signals based on TV ad exposure and other channels.
Marketing mix analysis is a fairly coarse and broad strokes solution to the media performance problem. By using signals from channels like social media channels, coupons/offers apps and audience platforms, we have evolved our econometric and machine learning models to develop more precision in establishing marketing impact models for specific demographics, locations, buying patterns and audience behaviors.
We are putting together an end-to-end autonomous marketing mix & attribution analysis platform that can continuously consume data when available, and provide marketers on-demand answers to marketing performance questions. Through an on-premise deployment of this type of an analytic platform we hope to shift marketing mix and attribution from an episodic reporting paradigm to an application that is continuously consumed by marketers.