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Data Modelling

What media actually

Advertising runs in many channels, but the sale happens in one place. Modelling tells you which share of the result came from which investment.

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01

What data modelling is

Modelling brings media investment and business figures into the same calculation. ROAS compares paid media cost against sales or leads. ROMI also takes in labour, licences and the other costs of marketing. Media mix modelling goes a step further. It estimates how the channels affect each other and where the next euro should go. We always agree in advance which cost items belong in the calculation.

02

A few lessons

Prospecting does not convert, and it is not supposed to. Measure it by conversions and you reach the wrong conclusion and switch off a working part of the campaign. Every stage of the buying journey needs its own metric. The effect of an awareness campaign cannot be read from the sales curve alone either. Above a certain budget Google provides a Brand Lift study at no cost. Without one you are left with reach figures. In the end the accuracy of a calculation rests on its definitions. A vague definition produces a tidy looking number that carries no weight.

03

How we work

People do the work: a strategist, a planner, a specialist and an analyst. The analyst builds the calculation and goes through what it can and cannot tell you. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: collecting investment and result figures into the same shape month after month. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.

Examples of what we do

  • ROAS calculation for paid media
  • ROMI calculation across marketing costs
  • Media mix modelling
  • Cross channel impact analysis
  • Separate metrics for each stage of the buying journey
  • Brand Lift studies as part of measurement
  • Recommendations for splitting the budget

Related Cases

Big or small, we scale the solution to the challenge.

Insight & StrategyData & MeasurementDashboardsMarketing StrategySearch engine optimisationProgrammatic BuyingMedia Planning and BuyingOut-of-Home and pDOOHPerformance MarketingNØRR3 Media InsightsRadio AdvertisingTV AdvertisingCinema AdvertisingPrint AdvertisingAssets and productionCampaigns and Always-onMedia StrategyDynamic AdvertisingSearch Engine AdvertisingDisplay and Video AdvertisingSocial Media AdvertisingResearchAI OptimisationAI AdvertisingHealthcare MarketingReal Estate MarketingRetail MarketingAutomotive MarketingFranchise MarketingMarketing Engine Platform

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Media Insights14 % / 11 % / 9 %Direct mail led to purchases for 14%, social media for 11%, TV for 9%, search for 7%, streaming for 5%, and radio for 3%. Channel purchase shares are the starting point for our modeling.44 %44% of Finns have reduced their consumption over the past six months. Economic fluctuations explain some of the sales; our model separates this from media impact.
Media Insights14 % / 11 % / 9 %Direct mail led to purchases for 14%, social media for 11%, TV for 9%, search for 7%, streaming for 5%, and radio for 3%. Channel purchase shares are the starting point for our modeling.44 %44% of Finns have reduced their consumption over the past six months. Economic fluctuations explain some of the sales; our model separates this from media impact.