Marketing Mix and ROI

Project Description

Overview

We are a marketing technology and media buying company buying and deploying a host of media and tactics (Digital, Traditional and Social) across various markets in the United States. As such, we are collecting a lot of data otherwise not typically aggregated in one platform.

Problem

We are trying to build a predictive model that we can apply to each market we place advertising in to optimize future marketing investments and as a result, increase ROI.

We want to:

- Balance short-term marketing and promotion tactics with long-term brand building needs

- Understand marketing ROI for each offline and online media channel, campaign and execution (i.e., search vs. circular vs. TV)

- Optimize allocation of traditional media vs. digital media and determine the synergies between the two with marketing mix modeling

- Quantify the value and impact of emerging/new digital media (Facebook, Groupon, Foursquare, mobile apps, etc.) with a personalized digital marketing strategy

- Lock into the right marketing mix by region, country and go-to-market channel

- Determine which media vehicles and campaigns are most effective at driving revenue, profits, share and consumer segments

- Quantify the ROI of improving marketing effectiveness in terms of sales, profits, share and target consumer growth

Expertise Required

We are seeing someone authorized to work in the United States who has had a track-record and significant experience in the above. And if this pans out, is open to the idea of longer-term relationship.

Data Sources at Our Disposal / Current Technology Stack

We have a host of database developers that can assist with getting you what we need, either from outside sources to augment the data or of course, inside sources based on the data we are generating.

Our technology stack relevant to this project is: 

Postgres, Apache Tomcat, LogiAnalytics Java engine

What are we looking for?

Someone to:

- Pointing to a successful track record of similar projects and referrals, help us save time and effort by giving us key instructions on how to set this project up for success.

- Analyze the data we have.

- Suggest additional data we should be capturing or third-party sourcing

- Find patterns and unlock value in the data beyond the obvious, helping us report back on key findings.

- Build predictive models as a result of key learnings.

- Supply our technical team with models to build into our product and deploy to our Private Cloud-Based Application. NOTE WE ARE NOT EXPECTING THE CONSULTANT TO DO THIS WORK, just provide us the specifications to help build this into our platform.

Samples data files and fields will be provided upon execution of an NDA after initial proposals are submitted. For all intents and purposes, assume we have all the data necessary to derive value out of this project.