Marketing Analytics Studio

MAS is a collection of analytics and predictive web applications for marketing and media sciences developed by Sapience Consultancy.

The studio consist of four main tools:

Mix: is an interactive MMM application. With few clicks, users can perform extensive MMM exercises, hence reducing processing effort and time. The tool features advanced transformation functions especially those related to media variables (such as adstock and diminishing returns) and contains an auto-modeler and simulator.

MTA: A Multi-touch attribution tool based on probabilistic modeling and Markov Chains. Models the customer journey through all channels using predictive analysis and compares different attribution methods such as first and last click. The data needs to be collected on an individual and session level for this tool to work.

Optimize: A tool that optimize spends across paid channels. Users can use return data from previous exercises to determine how much should be allocated on each media/channel to reach a certain goal. The tool also features advanced modeling of CPA based on market share between brands and propensity to shift in the market,

AB Evaluate: The purpose of this tool is to use the user inputs prior bounds on conversion rate and conversion value) to estimate an acceptable absolute error in campaign value. This acceptable error rate is used to pick campaign sizes that ensure the campaign chosen has a good probability of being close to the best choice in terms of relative error.

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