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MEDIA EFFECTIVENESS & MEASUREMENT CONSULTANCY

Maximise your marketing effectiveness with media measurement services

Our approach to total media mix measurement helps you put your resources to work in the best way possible, to unlock real business growth. Our team is fascinated with unlocking media and customer insights, giving you the confidence and evidence required to invest in your brands’ future.

Our full-service measurement service spans multi-touch digital attribution, incrementality testing, marketing mix modelling and more, to help triangulate the best media investments possible.

How incrementality testing and marketing mix modelling services help your business

Through incremental testing, you can assess the real impact of your marketing campaigns, allowing you to estimate ROI and optimise budget allocation. Informed by these insights, you can develop more effective strategies and messaging for future campaigns.

Combining incrementality testing with media mix modelling helps us determine the optimal allocation of marketing spend across multiple channels, ensuring performance and efficient resource utilisation.

Our media solutions team includes experts across their modern data stack of digital analytics, web & app tagging, server-side implementations, data engineering, data science and Google Marketing Platform and Adobe Solutions, so we can offer an end-to-end solution where your data is collected, processed, analysed and reported transparently.

Media effectiveness measurement services we offer

Our analysts offer a holistic media effectiveness measurement service, spanning digital attribution, media testing, and econometric modelling — all of which can be tailored to meet the unique needs, data availability and nuances of your business. 

Typically through this service we help our clients build the evidence required to take a longer term view of their advertising; therefore moving them from performance-only towards a more blended performance + brand approach which you may have heard about in “The Long and the Short of It”. Coupled with our media planning, strategy and creative teams, we take great pleasure in doing so.

Multi-touch attribution

In this privacy-centric world, where ad-tech vendors are under, and enforcing new types of constraints on the data fidelity we have access to, it’s more important than ever to adopt the best technology solutions possible to stay compliant and mitigate against data quality loss. Not only do we monitor client data for inconsistencies; we also advise on issues such as consent management, server-side tagging, CDP/CRM integrations, data warehousing and much more to ensure you’re able to make the most of your first party and attribution data.

Incrementality testing

Our team of statisticians design robust and practical media investment experiments which can help prove and improve your overall investment in media. We report on your top line, not just what digital attribution platforms claim through their lens of attribution. With media experimentation, we can assist with proving the value of ongoing media investment, helping to reduce ineffective media spend, and assisting with robustly testing new campaigns and media exposures. We can help you understand the true incremental ROI of many of the channels you are and would like to invest in.

Bespoke Media Mix Modelling (MMM)

Our media mix modelling consultants can support you on a one-off or recurring study basis. We help you to associate cause and effect of your media investments over time, with budget and ROI modelling into the future to allow you to unlock investment opportunities. We harness the power and capability of industry leading modelling packages, but then bespoke them to your unique business environment, with transparent consultancy and stakeholder education along the way. We can help you answer the question – where to most effectively put your next advertising pound, dollar or euro.

Our approach to media effectiveness

Marketing mix modelling, or media mix modelling is the next level, modern, cookie-less form of macro media attribution.

Media Mix Modelling, especially when backed with incrementality lift testing, has been tipped as a “new gold standard for ad measurement in data-constrained online environments” (Harvard Business Review).

Impression’s Media Solutions team, along with our media colleagues will consult with you to understand your existing digital maturity, based on the actions you’re already taking. We’ll work with you to roadmap to an end state where you can run regularly refreshing media mix modelling, backed by an experimentation programme.

Our ad effectiveness consultancy will span from your data monitoring, warehousing, preparation, validation, testing, modelling and then onto reporting and consultancy. Every project is different and we will always operate transparently with your media, marketing or data science teams, sharing the model throughout.

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Multi-touch attribution modelling or media mix modelling?

Multi-touch attribution and media mix modelling both measure the impact various media channels have on business goals and in turn optimise the allocation of marketing resources. The key difference is that media mix models analyse media effectiveness through modelling relationships between media spend and target metrics, such as revenue or conversions. 

Whereas, multi-touch attribution models track and assign credit to multiple media channels based on “touchpoints” within the customer journey.

Key differences:

Data privacy restrictions

Marketing mix modelling doesn’t require customer journey data and hence is not influenced by online restrictions such as cookie bars. In recent years, tracking the customer journey has become increasingly difficult due to the decaying lifetime of the cookie due to the Intelligent Tracking Prevention (ITP) browser feature introduction in 2017.

Non-media factors

Multi-touch attribution models credit media channels (organic & paid) for the whole revenue. This means that any revenue generated or influenced by non-media factors such as seasonality, sales periods and competitor activity isn’t accounted for. On the other hand, media mix modelling can easily account for non-media factors provided relevant historical data is available.

Historical data

A media mix model typically requires 2-3 years of data to produce a reliable model. Obtaining good quality, complete historical data can sometimes be challenging. Multi-touch attribution on the other hand has no such requirement.

Measurement case studies

View our work
184.9% increase in revenue over 5-year partnership

184.9% increase in revenue over 5-year partnership

Client

Services

Analytics, Digital PR, Paid Media, SEO, Strategy

Industries

Automotive, Travel

Read Full Case Study
Read Full Case Study
305% increase in leads for clinical trial specialist

305% increase in leads for clinical trial specialist

Client

Services

Paid Media

Industries

Health

Read Full Case Study
Read Full Case Study
TikTok drives 97% decrease in CPM

TikTok drives 97% decrease in CPM

Client

Services

Paid Media

Industries

Automotive, Finance

Read Full Case Study
Read Full Case Study

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Want to maximise your media investment, through marketing mix modelling or incrementality testing? We’d love to hear from you.