Media strategy
services
Channel selection and target group planning
Budget allocation between channels
Attribution modeling
MMM and incrementality testing
Ongoing adjustment of the mix
Media strategy, channel planning, and attribution. Where the money makes a difference, and how you know it.
Media strategy, channel planning, and attribution. Where the money makes a difference, and how you know it.
Why media strategy determines what the campaign delivers
Channels report their own effectiveness. Each one of them can show that it drove the result, and together the sum becomes greater than what actually happened. Without independent measurement, it is impossible to know where the money did good.
How we work with channel selection and attribution
We start with target audience, channel landscape, and budget, and establish a media strategy and channel plan based on that. Measurement is built at the same time as the plan, not afterwards. Attribution, MMM, and incrementality testing answer different questions, and which combination fits depends on how you buy media.
Collaboration on the media mix
The mix is adjusted according to effectiveness instead of habit. This means that a portion of the budget can be shifted from channels that look good in their own report, and we will have that discussion together with you, with the data presented.
Why media strategy determines what the campaign delivers
Channels report their own effectiveness. Each one of them can show that it drove the result, and together the sum becomes greater than what actually happened. Without independent measurement, it is impossible to know where the money did good.
How we work with channel selection and attribution
We start with target audience, channel landscape, and budget, and establish a media strategy and channel plan based on that. Measurement is built at the same time as the plan, not afterwards. Attribution, MMM, and incrementality testing answer different questions, and which combination fits depends on how you buy media.
Collaboration on the media mix
The mix is adjusted according to effectiveness instead of habit. This means that a portion of the budget can be shifted from channels that look good in their own report, and we will have that discussion together with you, with the data presented.
Contact
Christopher Blidner
to get started
Christopher Blidner
CEO & Partner
Christopher Blidner
CEO & Partner
Selection of prices
IAAPA Brass Ring
Deadly Sins
Liseberg
Gold
2023
Lisbon PR Awards
Halloween at Liseberg
Liseberg
Silver
2020
Cannes Corporate Media & TV Awards
Circus Bizarre
Liseberg
Silver
2019
Swedish Content Awards
The House of Cards
Liseberg
Silver
2022
The Golden Key
The forest
Liseberg
Silver
2021
Swedish Content Awards
The forest
Liseberg
Silver
2020
Inhouse Awards
Jubileumsvasan
Vasaloppet
Bronze
2022
FAQ
FAQ
What is MMM?
Marketing mix modelling: a statistical method that shows which channels drive effect over time. A complement to attribution when cookies are no longer sufficient.
The model compares historical investments against outcomes and calculates how much each channel contributed, taking into account seasonality, price, and external factors. It requires no tracking at the individual level.
It is suitable when you buy media in multiple channels and need to know what should go up and what should go down. The prerequisite is data from some time back, preferably a couple of years.
Read more
What is MMM?
Marketing mix modelling: a statistical method that shows which channels drive effect over time. A complement to attribution when cookies are no longer sufficient.
The model compares historical investments against outcomes and calculates how much each channel contributed, taking into account seasonality, price, and external factors. It requires no tracking at the individual level.
It is suitable when you buy media in multiple channels and need to know what should go up and what should go down. The prerequisite is data from some time back, preferably a couple of years.
Read more
What is MMM?
Marketing mix modelling: a statistical method that shows which channels drive effect over time. A complement to attribution when cookies are no longer sufficient.
The model compares historical investments against outcomes and calculates how much each channel contributed, taking into account seasonality, price, and external factors. It requires no tracking at the individual level.
It is suitable when you buy media in multiple channels and need to know what should go up and what should go down. The prerequisite is data from some time back, preferably a couple of years.
Read more
We are getting great reports from our channels, isn't that enough?
The channels' own reports grade themselves. Independent measurement shows what would have happened without the effort.
Each platform also uses its own rules for what constitutes a conversion and how long it can be credited. If you sum up the reports, you will get more conversions than you actually had.
An independent measurement uses the same definition for everything and can compare the channels against each other. The platforms' reports are still useful for optimizing within the channel. They are less suitable when distributing the budget between them.
Read more
We are getting great reports from our channels, isn't that enough?
The channels' own reports grade themselves. Independent measurement shows what would have happened without the effort.
Each platform also uses its own rules for what constitutes a conversion and how long it can be credited. If you sum up the reports, you will get more conversions than you actually had.
An independent measurement uses the same definition for everything and can compare the channels against each other. The platforms' reports are still useful for optimizing within the channel. They are less suitable when distributing the budget between them.
Read more
We are getting great reports from our channels, isn't that enough?
The channels' own reports grade themselves. Independent measurement shows what would have happened without the effort.
Each platform also uses its own rules for what constitutes a conversion and how long it can be credited. If you sum up the reports, you will get more conversions than you actually had.
An independent measurement uses the same definition for everything and can compare the channels against each other. The platforms' reports are still useful for optimizing within the channel. They are less suitable when distributing the budget between them.
Read more
Do you want to know more about our services, how we work, or bounce an idea around?
Do you want to know more about our services, how we work, or bounce an idea around?