Multichannel Advertising Analytics

Problem Statement:

Understand which combination of ad exposures interacts to influence the consumer to make a purchase

For example: A TV ad can prompt a Google search on a mobile phone, which can lead to a clickthrough on a display ad and ultimately end in sales.

Identify whether the company is investing the right amount at the right point in the customer decision journey to purchase a product

Solution:

The solution involves three broad activities:

Attribution: Quantifying the contribution of each element of advertising

Optimisation: Use of predictive analytics tools to run scenarios for business planning

Allocation: Realtime redistribution of resources across marketing activities according to optimisation scenarios