Media Mix Modeling
A major North American broadcaster estimates that this SAS solution will result in a 10 percent reduction in costs or improvements in efficiency, which translates to hundreds of millions of dollars per year in ROI.
How SAS® Can Help
It's an enormous effort to make advertising more efficient and drive larger audiences to programs, and the amount of information required to make effective decisions is overwhelming. You need easily accessible campaign and audience data that enables you to forecast and optimize your advertising spending. We approach this problem by providing software and services to help you:
- Reduce inefficient advertising spending with the ability to optimize the spending mix by channels, sequencing, frequency and times of day (and with guidance on the maximum amount that should be spent on a particular advertising channel).
- Find the most effective vehicle to promote a particular show or program using automated data mining to analyze large volumes of data on advertising spending and performance to identify patterns and behaviors that are effective predictors of performance.
- Perform what-if analyses on different media mix scenarios to better predict outcomes so you can calculate the expected return on your advertising investment given different scenarios – and still have the ability to make adjustments based on additional constraints or new information.
- Improve attribution analysis to understand the critical drivers for a successful media plan along with the ability to create attribution data that identifies characteristics of better performing campaigns.
How SAS® Is Different
SAS' approach to media advertising mix modeling involves a close partnership with our customers to ensure we have the necessary data and knowledge. SAS also believes that the core of any robust media mix solution is clean and integrated data. Only SAS enables:
- Reduced operational costs for media planning information because you will need only to support one system for additional data integration needs and quality management.
- Improved forecasting accuracy to handle large-scale forecasting tasks with advanced methods such as hierarchical forecasting to support the detailed and complex advertising demand forecasting problem.
- Solving media planning business problems easily and quickly by defining goals and identifying issues quickly.
- Quick and deep knowledge support to help recover from issues quickly and minimize frustration and downtime.
- Hosted solution planning for customers without the hardware and resources to perform a software implementation and require a different payment structure.
- Advertising yield, forecasting and implementation expertise to facilitate software configuration, implementation and deployment, thereby reducing the risk of missing target deadlines.
Related Products and Solutions
SAS® Marketing Mix Advisor
SAS Marketing Mix Advisor provides an easier way of analyzing, forecasting and optimizing your mix of advertising and promotions. SAS enables organizations to increase their profit through more effective and efficient deployment of marketing resources and lower risk associated with changes in the marketplace.
Ready to learn more?
Call us at 1-800-727-0025 (US and Canada) or request more information.