The challenges faced by corporate marketing departments are steadily increasing due to the competitive environment of the digital information age. The channels through which customers can be reached are becoming more numerous. At the same time, the desire for personal and needs-oriented treatment is increasing on the customer side. A key challenge for today's marketer is the optimal distribution of the existing budget across all available channels based on the customer journey, the goal of the contact channel, and the respective direct and indirect channel costs. This requires knowledge of the contribution of each channel to the optimal customer journey and proof of the effectiveness and efficiency of marketing measures.
Using a state-of-the-art algorithm that considers both inputs and targets, our Marketing Mix Optimizer (MMO) calculates the optimum allocation of your marketing budget for all channels. With statistical and machine learning methods, it not only increases campaigns' effectiveness but also makes their inputs measurable and transparent. Different simulation possibilities empower you to compare diverse scenarios and take into account the specific conditions of your campaign. You can adapt output to each situation, considering each unique aspect. This is not a standard black box solution but accounts for individual customers' requirements and conditions of competition.