gateB AG

Marketing mix optimization improves Tamedia campaign performance

Tutti.ch, one of the leading small ad platforms in Switzerland and a subsidiary of Tamedia, previously made decisions on channel mix based on experience and best practice. In order to organize their marketing mix more efficiently and implement a continuous learning process, Tutti.ch worked with gateB to develop a Marketing Mix Optimizer (MMO). The MMO provides fact-based recommendations on the optimal campaign-specific investments in online and offline channels based on big-data methods and historical data. Whereas Tutti.ch used to configure campaigns at the level of individual channels, thanks to the MMO, they now have an integrated, transparent view of their investments across all channels. This empowers them to manage and increase marketing ROI.

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