Bottom-Line Analytics approach and philosophy to marketing-mix modeling is unique:
- We are methodologically "agnostic". Approaches or methods for modeling can include OLS regression, non-linear econometrics,
Bayesian regression or neural networks. We will honestly review the benefits and limits of each approach with you and collaborate
on selecting the best method for your situation.
- We believe in complete collaboration with the client on all projects. Our experience tells us that each business is unique, and
metrics and drivers will differ from one business to another. We will work directly with you in identifying these metrics and assist
you in the collection of all required inputs for the exercise.
- We believe that a model is only as good as its ability to predict or forecast. That is why all of our models are rigidly tested and
we regularly withold 10-15% of data observations from model calibration in order to validate how well our models actually
predict unknown periods or observations.
- We are committed to improving your marketing productivity and sticking around long enough to prove and validate the productivity
improvements projected from our modeling and optimization exercises. In so doing, you can expect that the results of an engagement with us will improve the productivity of your marketing spending at least ten percent.
We are committed to being the best modeling company around and have developed tools and processes for modeling not matched anywhere else.
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- We believe that media effectiveness is based on "the message", not GRPs. As a consequence, we model advertising
down to the individual commercial and work with you to develop a messaging architecture. The result of this is that we are able
differentiate the effectivness of different messaging strategies and help the client optimize its media messaging going forward.
- We do not believe all media messages or GRPs are created equal. As a result of this, we have come up with a process for "weighting" media model variables by "copy scores". In so doing, we cannot only quantify the impact of media GRPs but
also "media quality".
- We believe in optimization and that marketing-mix models should provide specific spending recommendations. Our marketing
optimization exercise thus provides specific spending guidelines, along with a sales and ROI benefit estimate from executing
this spending plan.
- We believe that some marketing, especially media advertising, has short and long-term effects on business performance.
As a consequence, we have developed a proprietary approach for modeling and measuring the long-tem effects of marketing initiatives, especially advertising. The significance of this can not be under-stated, as long-term effects, for example, often
means the difference between negative and positive financial returns to these activities.
- We believe that marketing-mix modeling should not be a one-off project that does not come alive within a client's business We will therefore work with each client in helping activate model learnings into business planning processes and will also provide
each client with a real-time business simulation and forecasting tool.
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