Media Mix Optimization

If you think of your media budget as an investment portfolio, your goal is to find the right mix of media to increase your business. You want to invest more in media that works and cut media that is not working. But this means more than comparing the results of one channel to another. It requires insight into how the various channels cross over, interact and mix with each other and how consumers influence each other. KBM Group’s Media Mix Optimization services help multi-channel marketers select – not only the best media – but the best combinations of media.

Most marketers use a combination of offline and online media to reach prospects, but the crossover between channels makes it hard to know which channel to credit for the lead. Consumers engage with multiple channels at the same time. A direct mail piece may lead a consumer to a website and then to a social media site to read other consumers’ opinions.

Our Media Mix Modeling and Optimization helps you sort through all the confusion and put your media dollars where they will get the biggest return. Our media mix analysts help you:

• Analyze your data (or deal with the lack of it)
• Build a media mix model that produces a cost per lead by channel
• Redistribute the spend by channel to minimize cost and maximize return
• Interpret the results and develop a media strategy
• Test different scenarios such as hypothetical changes and shifts in budget and media type.
• Set up internal controls to capture data accurately

With our Media Mix services, you can spend less – or invest in a new media channel such as online – for a higher return while actually reducing your media spend. One of the most important lessons to learn from a Media Mix model is where not to put your dollars, since that means immediate cost savings. We help you evaluate and measure your current media, create a new more effective media strategy, and continuously monitor and improve your evolving media mix.