The digital advertising world is in constant flux, putting relentless pressure on marketers to prove their worth. As third-party cookies fade into oblivion, CMOs seek better ways to track campaign impact. Could a time-tested method, media mix modeling (MMM), be the solution?
Brandon Keenen, founder of London-based marketing startup Vivv.ai, believes it can. His company's ambition is to make MMM attainable for businesses of all sizes, not just the big players.
Why the MMM Revival?
"With AI-generated content flooding the market, marketers need smarter ways to optimize distribution for both online and offline efforts," says Keenen. "The digital trails that used to lead from exposure to purchase are vanishing, and MMM is perfect for tracking results without relying on cookies.”
But cookies aren't MMM's only catalyst. Advancements in data science and computing power have made MMM far more precise. Brands can now effortlessly distinguish the different impacts of linear vs. connected TV, for example.
MMM: Solution for Everyone?
Historically, the barrier has been cost and complexity. Custom-building an MMM might take a year and cost a fortune, not to mention requiring a dedicated data scientist. Vivv.ai is aiming to disrupt this by focusing on the underserved mid-market: companies spending £1 million to £50 million annually on advertising.
Keenen, with experience guiding global brands, understands that this segment is ripe for accessible MMM insights and that Vivv.ai can be the solution they've been searching for.
How Vivv.ai Simplifies the Process
Vivv.ai's client-facing dashboard organizes data from all marketing channels, both online and offline. This harmonization provides the foundation for clear recommendations to guide future campaigns.
Vivv.ai's machine learning model, refreshed daily, relies on first-party data for multi-touch attribution output. The platform is designed to empower human decision-making rather than solely relying on AI-powered optimization.
Martech Built by Marketers
Vivv.ai's mantra is "by media people, for media people." The focus on practical use cases is fundamental to the company's mission to put power back into marketers' hands.
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