Many brands use general linear models (e.g. ANCOVA) to measure a single campaign and media mix modelling (MMM) to understand how media channels perform relative to each other over long periods of time. 84.51° has developed a new methodology that combines its large granular data asset with household response modelling to deliver both the channel understanding of MMM and the single campaign measurement of ANCOVA to determine the efficacy and efficiency of different media vehicles within a single campaign.
For the first time, 84.51° will take attendees through best practices for measuring cross-platform media campaigns, even when up to nine different marketing vehicles are included. Learnings from this presentation will help brands optimize future campaigns by allocating spend appropriately across in-store, direct mail, email, digital, social and mobile channels