For many e-commerce companies, there is one very important factor that drives both costs and revenue: marketing. But where should you spend your marketing euros as a company? Google Ads? Facebook? Or a TV campaign? How do you find out how much effect each euro has really had in the complex landscape of mixed marketing campaigns? And at what point is it actually no longer useful to invest in a particular channel?
The effect of E-commerce campaigns can be difficult to measure.
Many marketing managers can measure the direct effect of individual campaigns, such as conversions from a Google Ads campaign. The indirect effect of a TV commercial on sales is somewhat more difficult to measure. But how can you reliably measure the effect of numerous campaigns together? The different campaigns also influence each other. That is precisely why it is essential to know that the TV commercial has not contributed enough, so that the budget can go to an extra Facebook campaign next time!
More efficient use of media ensures higher return on media investments (ROMI).
All direct and indirect influences are analyzed with Bayesian models.
We put a unique
Bayesiaans model that can take into account all the different influences that come with marketing. First of all, the influence of different campaigns on each other is analyzed. But the model also corrects for any delayed effects of campaigns on the performance indicators and the ceiling with regard to the effect of campaigns. These are elements that are very difficult to analyze with other techniques.