Media IQ setting the stage with predictive and forecasting models

Posted: Jul 3, 2014 in Agencies, Data, Prospecting

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I had the pleasure of catching up with Paul Silver who is Chief Strategy Officer at Media IQ the other month. From planning and buying across multiple accounts to diving into data to really help solve client problems and needs was part of the discussion.

Having an extremely granular optimisation and well executed programmatic strategy helps identify those high performing segments, but it also highlights a challenge when it comes to predicting / forecasting the ROI for the individual segments / campaigns. Each segment is likely to have significantly different ARPUs and churn rates and you want to avoid pausing a campaign which is performing better than the channel average, but also stop campaigns which perform worse than the channel average (LTV is normally worked out on a channel basis).

Media IQ have built predictive and forecasting models to help advertisers solve this problem plugging these models into campaigns run by Media IQ or just purchasing them off the shelf to use in-house. The models which update as campaigns mature would give optimisers insight into which segments are most likely going to yield a positive ROI for segments without having to do manual calculations each time across a huge set of ad campaigns / segments.

With £billions being spent on advertising there’s also £billions wasted, so it’s good to get some scientific help to avoid this as much as possible but also ramp up ad spend in the most attractive areas.

This is a good example of how the new age ad agencies / consultancies are helping advertisers solve their problems without just taking media spend and adding a high margin on top.

You can of course build your own models but if you want to avoid the hassle then I’d recommend speaking to Media IQ.

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