Marketing Mix Modeling
Traditional, correlational, machine learning approaches often fail to improve the marketing mix.
We have brought to market the first operating system for decision making powered by Causal AI, decisionOS, to empower enterprises to optimize their marketing mix.
Traditional machine learning approaches often fail
to improve marketing activities as they are unable to answer key business questions
Spurious correlations lead to bad decisions
And are often perceived as “black boxes”
Read more on our blog:
Explainable AI doesn’t explain enough
For example, they can predict performance per channel but can’t suggest the optimal allocation per channel
Do these questions sound familiar?
Enterprises run on causal questions
How do I ensure I attribute conversions to the right channels?
What is the incremental impact of increasing allocation on a given channel?
What are the causal drivers of campaign performance? How well did my campaign actually perform?
What are the next best actions (interventions) to improve campaign performance?
What are the next-best-actions on an individual customer basis? Why should I treat customers differently?
Based on my budget, what is the optimal allocation of investment across channels (e.g., TV, digital, out-of-home, mail etc)?
License our platform to answer these questions using Causal AI
Discover cause-effect relationships within your marketing data
Discover cause-effect relationships in your data by combining the best of domain knowledge with data-driven, statistical, approaches
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Build Causal Models
Discover causal models, based on cause-effect relationships and causal graphs, that can robustly estimate the attribution to for each channel and allow you to run powerful what-if scenarios to optimize future spend
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Make better decisions with Decision Intelligence Engines
Leverage our pre-built engines on top of your causal models to:
Design next best actions
E.g How to allocate my marketing budget to maximise a specific marketing metric (conversions, brand awareness, etc)
Test the fairness of your models
Assess how fair the model is with respect to gender
Perform powerful what-if analyses and estimate counterfactual scenarios
E.g Understand the impact of increasing digital ad spend by 10%
Build Decision Apps
Leverage Dara, our app building framework, to seamlessly deliver beautiful, interactive decision making applications to the marketing & executive teams
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Monitor and optimize marketing decisions with decisionOps
Build, deploy and monitor your decision workflows. Attribute KPI performance to the correct actions/ circumstances e.g., current marketing mix, seasonality, the macro-economic environment to optimize your marketing spend
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Customer Case Study: Marketing Mix Modeling
One of the world’s leading Mobile App companies forecasts 15x ROI through a reduction of 5% in annual marketing spend while maintaining the same amount of new installations, returners and paying users
Learn moreCausal AI for Marketing
Watch the talk from the Causal AI Conference 2022
Proven value in weeks
Request your free trial now, and we’ll get you started on your Causal AI journey. Within weeks, you can answer your company’s critical business questions and drive improvement in your KPIs.
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1Discovery Call
Understand your needs.
1 hour. -
2Platform Trial
Test drive decisionOS.
14 days. -
3Build, Deploy, Scale
Answer business-critical questions. Within weeks.
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4Ongoing Support
World-class support from leading experts. Ongoing.