Power-up your Marketing Mix with brand expertise and data science

By Nepa Editor | February 19, 2021

What do you get when you combine continuous measurements, advanced modelling, awesome dashboards with true brand experts? The short answer is, a state of the art marketing mix from a company that wants to see you succeed.

Whether you already know about our proven track record or found us from a Google Search, you can now relax and let us help you with your Marketing Mix Modelling (MMM). From our extensive experience and deep brand insights, we know what makes great brands tick, and what does not. Our experience gives our customers that needed edge on their competitive markets to win, both in the short and long run. This is what makes us different.

marketing mix chain

Continuous measurement is a game-changer

When we say “Continuous measurements make a difference” we back it up with success stories from our customers. Based on years of experience with both local and global brands, we have observed that when they have a continuous Marketing Mix Modelling in place, they achieve better than companies that don’t. This is just a simple fact that has been proven over and over again, as marketing effects can take a long time to reach maximum impact.

We all want to optimize our marketing budgets for maximum sales and brand impact. Most of us want to do this right now, but the best way to achieve maximum impact is to let the model learn from your marketing activities, over a period of time. If you just tweak for that short burst, then you miss out on all the game-changing insights from your accumulated media activities, sales performances, and brand health.

Read also: What is brand tracking and why is it important?

Nepa’s Modelling Process – The road to victory

The secret sauce of any successful modelling process is to have quality data. To ensure this, we manually curate all data before modelling. “We” in this case are our highly trained and experienced data scientists that work with data mining, statistical analysis, and build high quality prediction systems. You know, those people you want on your team when you play Trivial Pursuit.

measuring ROI for marketing efforts

After our data scientists ensure the quality of your data is up to par, they model your Ad Stock and its impact on advertising decay. The decay rate of each media is then automatically optimized and manually curated. Yes, we know that this sounds complicated and it is. But, we are not done here. To create a successful model, we also have to estimate season and trend components of sales by using regression analysis. As a final touch, we use multiplicative regressions to model the impact of your media investments on sales and your brand over time.

Read also: Brand research: What is it & why is it important?

The process is complicated, which is why you need experts such as our data scientists to do the math and make the complicated simple to use in your day-to-day marketing activities.

Marketing Mix deliverables that make sense

Key questions asked repeatedly: “How does communication affect sales compared to brand?”, “How efficient are different media in driving short term vs. long term sales?” and “What is the optimal investment level and Marketing Mix?”

decide the optimal media marketing mix

Our Marketing Mix Modelling answers all of these questions in easy to read dashboards and links it to monetary effects. Every stakeholder in your company can take part of the data, both for short term actions and long term planning.

Our goal is for you to wake up Monday morning, look at your dashboard and know exactly how to reach your customers and maximize sales.

Contact one of our brand experts today to implement Nepa’s Marketing Mix Modelling.

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