Adsmurai launches Adsmurai MMMs, the tool to unlock the incremental value of marketing spend

• Adsmurai launches Adsmurai MMMs, an advanced tool that uses state-of-the-art statistical models to assess the incremental value of advertising channels and optimise marketing strategies.

• The platform enables comprehensive analysis of online and offline channels, including TV, OOH, Meta, TikTok, and Google, providing accurate insights to improve the allocation of advertising resources.

• Adsmurai MMMs facilitates data-driven strategic decisions, maximising the efficiency and profitability of companies' advertising investments.

Barcelona, September 2024

Adsmurai, Adsmurai, a leading technology company in digital marketing campaign strategy, optimisation and measurement, announces the launch of Adsmurai MMMs, the new advanced data modelling tool within the Adsmurai Marketing Platform. Designed to revolutionise the way companies evaluate and optimise their marketing strategies, Adsmurai MMMs offers an innovative solution to accurately measure the incremental value of advertising channels.

Assessing the incremental value of advertising channels, the industry's challenge

In an environment where accurate attribution of the value of each advertising channel is crucial to optimising budgets and return on investment (ROI), businesses face the challenge of developing and applying advanced measurement models. Understanding which strategies and channels effectively contribute to conversions is essential to making informed and strategic decisions. However, a lack of adequate tools and advanced knowledge has made this task difficult for many businesses.

The solution to identify the channels that really drive sales, improve investment efficiency and accelerate business growth.

Adsmurai MMMs is a response to the need to measure and optimise the effectiveness of advertising channels. This advanced platform, integrated into the Adsmurai Marketing Platform, uses methodologies and statistical models to evaluate not only the additional impact of each channel on the customer conversion cycle, but also to optimise the distribution of the advertising budget. With Adsmurai MMMs, companies can deeply analyse the performance of their campaigns, both online and offline, and make strategic decisions that significantly improve their profitability and efficiency.

Main features

• Accurate measurement of impact and return by channel: Adsmurai MMMs allows companies to assess ROI evolution by channel, monitor key performance indicators (KPIs), analyse spend and determine the saturation and efficiency of each channel. It also provides detailed analysis of revenue and incremental contributions by channel.

• Online and offline channel data analysis: The tool covers a wide range of channels, both online and offline, including TV, OOH (Out-of-Home), Meta, TikTok, Google, among others. This ensures a comprehensive and accurate view of the impact of all advertising actions.
  

• Optimisation of advertising budget allocation: Adsmurai MMMs analyses the past performance of advertising campaigns and compares it with what could have been achieved optimally to maximise profitability in each channel. In this way, it allows companies to visualise the optimised spend distribution, optimised results and compare current ROI versus optimised ROI. This functionality is key to answering crucial questions about budget allocation across channels, helping companies to identify areas for improvement and make more strategic and efficient decisions for future advertising budgets.

An opportunity for data-driven strategic decision-making

Adsmurai MMMs not only improves accuracy in measuring the impact of advertising channels, but also empowers companies to make strategic decisions based on predictive insights. As Irene Armengol, Head of Data & Analytics at Adsmurai explains, "With Adsmurai MMMs, we provide our clients with the ability to make strategic decisions based on accurate data and advanced analytics, thus maximising the impact and profitability of promotional efforts across a wide variety of online and offline channels."

This allows companies to optimise their marketing strategies, improve customer value measurement and maximise the efficiency of their investments. Armengol adds: "We are excited to offer this solution that will allow companies to unlock the full potential of their marketing investments. In addition, this tool allows us to democratise access to advanced marketing mix and attribution models, making them available to all our clients, regardless of their size, sector or vertical."

Find out more about Adsmurai MMMs