Media Mix Modeling Tool

摘要

A media mix modeling tool is configured to enable a marketing budget to be analyzed for purposes of allocation across different marketing channels and campaigns. The media mix modeling tool utilizes and builds upon web analytics data. For example, for particular channels that are to be the subject of a marketing investment, web analytics data is gathered for each channel. A statistical attribution method is then utilized to analyze the web analytics data to determine how much revenue should be attributed to each channel based on various touch points for each campaign. Cost data is then utilized to create a plot of campaigns within a particular channel. From this plot, a model is fitted that describes the performance of the particular channel. Once a model has been fit to each individual channel, a solver is applied to find a desirable or optimal way to distribute the marketing budget.

主权项

1. A method implemented by a computing device, the method comprising:
receiving web analytics data associated with an entity that utilizes online or Internet-based marketing channels; attributing revenue to the individual marketing channels; receiving cost data associated with the individual marketing channels; creating scatter plots of one or more campaigns within each marketing channel; fitting a curve to data in each scatterplot for each channel; and using fitted curves to compute a distribution for marketing budget allocation.