Objectives

The objective of this solution is to optimize the spending on media to reach the largest number of potential customers through the web, on the air, or in print. If you reach your customer and prospects by newspaper inserts, direct mail, or other geographically focused media, this solution will help to optimize the media buying decisions at the geographic level.

Results from this solution will include analysis of past performance and how to more optimally allocate budget in the future. The following screen shot illustrates the results from this type of analysis.

Analysis and Customer Data

The following discusses the analyses used to build budget allocations for media spending:

• Information pertaining to past performance data, media allocations, operating constraints, and geographies needed to be served is gathered.
• Based on the data, models are built to predict the strongest regions, zip codes, or neighborhoods for the organization’s products or services.
• Detailed recommendations regarding allocation of budget down to the smallest geographic level of interest and to the best performing media.
• Results from current and past media campaigns are analyzed to gain insights into past and current day performance and make further modifications to the next advertising media selection.

Benefits

The benefits that can be realized from utilizing this solution:

• Enables detailed analysis of historical results.
• Enables the user to perform in-market testing and experimentation leading to optimizing future results (design and tracking results are included in the solution).
• Provides insight into optimal media decisions for maximizing response rates and decreasing cost per acquisition.
• Improves customer response rates and ROI on media purchases.