Insights
Marketing Mix Modeling Guide
Marketing measurement is critical for quantifying the impact of marketing efforts and optimizing budget allocation. From traditional econometric models to advanced attribution techniques, these strategies reveal what drives sales and return on investment (ROI). We regularly see 10-20%+ improvements in ROI and/or revenue after optimizing our clients’ mix of media, creative, pricing, regional, and promotional strategies. Today, we are even optimizing daily impressions to maximize sales. It is a holistic solution and representative of our industry’s most evolved approach.
This comprehensive yet accessible guide explores Marketing Mix Modeling (MMM), its evolution, and other key measurement strategies, grounded in academic literature and analyst insights from Gartner. We compare their strengths and limitations, highlighting why Polaris Research’s solution leads the way in today’s privacy-conscious, multi-channel landscape. learn more
A Side-by-Side Comparison: What Sets Polaris Apart
With over 20 years of expertise, Polaris leverages its AI-infused Box-Jenkins Transfer Function time-series modeling to deliver precise, granular analytics that account for real-world factors like brand strength, customer service, economic trends, and media market specifics, while tracking the build-up and decay of marketing effects over time. Unlike competitors’ multi-touch attribution or experimental methods, Polaris offers a robust, future-proof approach that consistently drives revenue growth for major advertisers.
Measuring Brand Value
In today’s interconnected marketing ecosystem, brands are far more than logos or taglines; they encapsulate the collective perception and equity that shape consumer behavior and drive business success. For brand owners and managers overseeing portfolios in sectors like fashion, entertainment, or technology, quantifying a brand’s value is critical. This value transcends qualitative sentiment, directly influencing sales, revenue, and long-term growth. At Polaris Research, our expertise in omnichannel attribution and optimization leverages econometric modeling to deliver precise insights into these dynamics, empowering strategic decision-making.
Unlocking Media Performance with Marketing Mix Manager®: A Comprehensive Overview
Marketing Mix Manager® is a powerful AI-driven platform designed to connect media spend and external market forces to measurable outcomes like leads, sales, and revenue.
The Interplay Between Macro and Micro Analytics in Marketing Optimization
In today’s complex media landscape, achieving optimal marketing performance requires a sophisticated approach that balances high-level strategy with granular execution. At Polaris Research, Inc., our Omnichannel Attribution & Optimization framework leverages the interplay between macro and micro marketing analytics to drive millions in savings and maximize ROI across media channels.
Unlocking the Power of Econometric Modeling: How Polaris Research Helps Big Advertisers Save Millions
Imagine you’re running a massive advertising campaign across TV, social media, radio, and billboards. You’re spending millions, but how do you know which ads are driving sales? Are you wasting money on channels that don’t deliver? Polaris Research, Inc., a leader in marketing analytics, has a game-changing approach to answer these questions.
The Power of Granular Marketing Insights: How Polaris Research Drives Success at Every Level (DMA, Store, Product)
Imagine you’re a major retailer spending millions on advertising across the country. You know your campaigns are working overall, but are they performing equally well in Chicago versus Miami? Are certain stores driving more sales from your TV ads? Is one product flying off the shelves because of your social media push? Polaris Research, Inc., a leader in marketing analytics, has a powerful answer.