The mediaqube system embeds the media models, tests for predictive accuracy and facilitates the detailed understanding of the most likely outcomes of different media scenarios, predicting the response offered by each.
Planning scenarios can be imported from other systems and software, or created within the mediaqube system, by selecting the mix of media being considered. Having run predictions, these schedules can be interrogated to derive improvements and the identification of optimal scenarios.
Within certain planning parameters and budgetary limits, the process identifies the ‘efficient frontier' which is the optimal communications strategy at each level of spend, given historic experience. Every point on this curve represents a different media mix and regional deployment to deliver the best outcome. It can be used to illustrate the additional sales available compared to historic spend and performance, as well as to identify the threshold at which the cost of sales might become unattractive.
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Full Year Efficient Frontier
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The system illustrates the extent to which each channel is contributing to the predicted outcome, enabling dynamic development of truly multi-media plans. Final scenarios can be exported to channel specific placement and booking systems and further reviewed in post-campaign analysis.
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