Analytics & Measurement

There’s no reason to fly blind!

πŸ‘‰ Tools and implementation
We offer first in class marketing tools and implementations to make sure that you and your company have the right setup to understand the impact from your marketing initiatives. We offer everything in the range of data pipelines, databases, dashboards, mobile app tracking systems and web analytics.

πŸ‘‰ Marketing evaluation and optimization
Reaching customers in the right channels at the right time is a complex task – so is the evaluation of these initiatives. At Twigeo we provide world class Analysts to help you understand your marketing. We offer a carefully balanced mix of cutting edge techniques, tools and a human touch for stronger optimization and winning marketing strategies.

πŸ‘‰ Marketing Analytics advising
The core of our success is to understand your specific setup for marketing tech and analytics – and advise on how to improve. In an ever moving industry we consistently stay up to date with the latest trends and we are eager to help you to be ready for the future in this world.

Choose Twigeo’s Unified Measurement Method

With the world of digital marketing rapidly evolving towards the privacy-first future, marketing teams find themselves scrambling for ways to understand the true value of their marketing campaigns. At Twigeo, we saw the writing on the wall years ago and teamed up with the likes of Meta to develop our proprietary solution, a variation of the classic Marketing-Mix models. We combined advances in statistics, best practices from modern machine learning and our vast domain knowledge in marketing measurement, to create our state of the art solution that provides a comprehensive view of all your marketing needs. 

Since then, the model has successfully helped a broad range of our clients optimize marketing budgets and make better decisions.

Our solution can help you:

πŸ“ˆ Get an overview of the marketing effectiveness across all marketing channels (yes, even offline channels like TV and out-of-home) to make data-driven budget decisions.

πŸ“ˆ Understand what digital channels and strategies truly drive business results for your brand. With the current tracking limitations, it’s next to impossible to compare different digital channels against each other since they leverage different attribution methodologies. Our solution gives you that apples-to-apples, cross-channel comparison that digital marketing channels promised but never truly delivered on.

πŸ“ˆ Explore the relationship between upper funnel and lower funnel. What is the true impact of running a TV campaign on downstream conversions and how does TV impact lower funnel channels like your google search campaigns? The model helps to understand the optimal split between upper and lower funnel tactics that drives the highest amount of growth given a certain budget level.

πŸ“ˆ Offer concrete budget recommendations that take your business goal and channel-level saturation into consideration (how much can you efficiently spend across each marketing channel before reaching diminishing returns).

πŸ“ˆ Understand whether or not that new branding or influencer campaign actually drove any sales

So how does it work?

At its core, the standard MMM is a statistical model that assigns the value of each marketing channel based on the historical data and business logic so there is no reliance on cookies, trackers or other types of IDs.

At Twigeo, we take this to the next level. Here are a few things that makes our model different compared to the traditional MMMs:

πŸ“ˆ Any MMM model is only as good as its inputs, therefore we leverage API integrations with all major ad networks (Facebook, Google, Tiktok etc) to get all available signals and breakdowns integrated into the model.

πŸ“ˆ Takes an overarching approach to the funnel and measures impact across the whole funnel. Awareness channels have different goals than lower funnel tactics, so treating them the same in model would be a big mistake. 

πŸ“ˆ With our expertise in digital marketing, we leverage online signals, experiments and our marketing expertise to infer information into the model to increase accuracy.

πŸ“ˆ We hold the model to the highest standard. The model is cross-validated to ensure that the model and its outputs actually makes sense in the real world.  

πŸ“ˆ The results are interpreted by our in-house marketing experts (manages over $100 million/year worldwide). This ensures results are straightforward and actionable.

β€œMMM enables us to look at the bigger perspective and not only the impact of all channels online and offline but also incorporating external factors that has grown in importance over the last years.

With this new model we can be more efficient in our budget allocation between channels and in the funnel. It will also give us a clearer picture of the importance of marketing in all stages of our business.”

– Head of Digital Marketing, a leading streaming platform.


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