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how do you connect the impact of
marketing
and ad spend to driving sales brands
that can optimize marketing investment
and messaging based on real-time results
will see significantly higher return
as a result of their efforts but
advertisers are finding it difficult to
efficiently pinpoint the
impact of various marketing activities
within their media
mix particularly as we enter a
cookie-less world in digital due to
privacy concerns
rapid changes in consumer behavior means
brands don't have the luxury of planning
promotional spend months in advance
but traditional media planning and
analysis tools are slowed down by the
weeks or even months required to
manually reconcile different data
sources
each with their own formats and schemas
across digital
social tv print and out of home
advertising
meaning that by the time these models
are built and validated
it may be too late to act upon valuable
insights and key factors
furthermore these models provide only
top-down insight without taking optimal
messaging at a more granular level
as advertising efforts shift
increasingly to digital media
traditional attribution and forecasting
methods fail to optimize messaging down
to the segment
or individual customer level introducing
the databricks sales forecasting and ad
attribution solution accelerator whether
you're an
ad agency or an in-house marketing
analytics team
this accelerator allows you to easily
plug in sales
impressions and engagement metrics from
a variety of sources
to understand the impact on foot traffic
and sales at the local level
unlike traditional media mix and
attribution tools which struggle with
constantly updating data sets
and merging disparate ad metrics the
databricks lake house provides a unified
platform for large-scale data
engineering
visualization and machine learning first
the solution facilitates the merging of
raw data from batch and streaming
sources like adobe
kantar google and facebook into delta
lake
from there the data is enriched by
overlaying campaign data to regional
sales
allowing you to conduct an exploratory
analysis of features like distribution
check
and variable transformation and finally
once the data is fully prepped within
delta lake
the solution provides advanced analytics
and machine learning
to build the forecasting and attribution
model
three things make this solution
accelerator unique compared to other
advertising attribution tools
first is the ability to easily integrate
new data sources into the schema
one of the strengths of the delta lake
architecture is how easily it blends new
data into the schema
making it easy to overlay new marketing
tactics into your model
next is real-time dashboarding while
most media mix models result in a point
in time analysis
the accelerator's automated data
pipelines feed into shareable dashboards
that allow business
users to immediately map or forecast ad
impressions to sales
as soon as those files are generated and
finally is the integration with machine
learning
by using machine learning instead of
regressions you can iterate faster on
larger volumes of data
to yield more accurate forecasts
additionally this machine learning
algorithm makes it easy to interpret how
much credit goes into each marketing
tactic
with this marketing data teams can build
more granular analyses about which
advertising is resonating with which
customers
by providing the structure and schema
enforcement on all your marketing data
the marketing lake house delta lake on
databricks can make this the central
source of data consumption
for bi and data science teams taken
together
this solution delivers faster time to
insight and increased granularity over
traditional forecasting
and attribution methods by combining
reliable data ingestion and preparation
agile data analysis and machine learning
into a unified insights platform
this enables marketers to perform
immediate deep dives
and determine precisely where their
efforts are having the most impact
so they can optimize the right messaging
at the right time
through the right channels to stay up to
date on our latest solution accelerators
visit us at our solution accelerator hub