Impact of marketing measurement modelling on media spend efficiency

As a marketer, you have the option to choose from many different online- and offline marketing channels, each with their own (dis-)advantages. When deciding which channel to choose for your campaign, it can be difficult to measure what the effect is per channel. Especially for larger companies it can be difficult to determine the causal effects on sales. Fortunately, it is now possible to model this using detailed data. The causal impact can be determined per channel, as well as the combination of each parallel channel, and the effect of external factors (such as the weather/competitors/etc). Afterwards, the model suggests how you can use your budget in the best possible way to optimize your marketing ROI.