What is it?
Our optimisation tools are designed to keep you in control rather than any one model driving decisions on its own. Combine effectiveness measurements based on their statistical accuracy and how much you trust them, incorporate industry benchmarks and expectations for new creatives, then build a media plan that applies the total of your knowledge.
As well as generating a media plan, optimisation becomes a way to understand better what we know and what we’re unsure about. It loops back into marketing mix modelling and media testing to set priorities for what needs to be measured more precisely.
When is it used?
- Annual and quarterly media planning
- Answering ‘what if?’ questions
- Budgeting to hit sales targets
- Setting priorities for geo-experiments and A/B testing
Why Sequence?
- Too often, marketing mix modelling is allowed to drive the entire budget optimisation. We combine your total knowledge about advertising effectiveness, wherever those answers come from
- Interactive planning tools generate fast answers to questions
- We simulate using the range of possible results for each channel, not just a single best estimate number, allowing you to see which planning decisions are most likely to make a difference
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Forecasting →