1. Dynamic Model Building

AIM employs dynamic model building to always monitor and update factors that influence your business. This model encapsulates all the factors affecting your sales funnel – from seasonality and network capacities to incremental drivers and beyond.

2. Core Elements

AIM is structured around three core elements:

  • Ad Spend: The first element is your expenditure across various media channels. AIM analyzes where your marketing budget is being effectively employed, providing valuable insights into your spending strategy.
  • Sales Funnel: The second element is your sales funnel. AIM models the entire customer journey, from awareness to conversion. It considers all stages of the funnel, giving a comprehensive view of your customer conversion process.
  • Real-time Results: The third element is real-time results. AIM keeps pace with your campaign performance as it evolves, adjusting your model to reflect these results in real-time.

3. Advanced Methodology

AIM’s sophisticated methodology lies at the heart of its effectiveness. It employs cutting-edge, nonlinear structural time series models to interpret and forecast your business dynamics. This advanced methodology provides AIM with a unique capacity to understand and respond to complex trends.

4. Model Building and Training

Model building and training at AIM is a three-phase process:

  • Large Distributed Training Clusters: AIM leverages large distributed compute clusters in the training phase, allowing us to develop and train a multitude of complex models.
  • Nonlinear Time Series Models: These clusters are used to train our advanced nonlinear structural time series models, which capture complex patterns and trends in your data.
  • Stochastic Optimization: The model outputs are then optimized using stochastic methods, leveraging evolutionary algorithms to perform optimization that yields the most robust results.

5. Data Inputs

Historical Data Analysis: Initially, AIM uses historical data to understand the unique characteristics of your brand. By examining past performance, identifying patterns and trends, and understanding the influencing factors on your outcomes, AIM sets a solid foundation for your model.

Real-time Updates: After the initial phase, AIM enters a continuous learning phase. It updates your models every day with real-time campaign results, ensuring the data guiding your decisions is always up to date. This dynamic aspect of AIM allows it to adapt to changes in the marketing landscape or your business, ensuring your strategies remain relevant and effective.

Final Thoughts

At its core, AIM is a next-generation marketing mix modeling (MMM) tool that transcends traditional analytics. It constructs a dynamic, comprehensive profile for your brand, grounded in robust data and refined through machine learning. This facilitates a better understanding of your marketing performance and offers actionable insights that can drive growth and efficiency.

MMM gaming user