WHAT IS PRESCRIPTION MEDIA MIX MODELLING?

Only answer the exact planning outcome you require with the ability to exclude any data that’s not relevant to your objective

Measure your campaign effectiveness

ICI offers data solutions that match the speed and the unique demands of today’s modern marketing ecosystem.

Data Connectivity and Integration

ICI connects to any cloud service or database by leveraging one of the largest marketing API connector library on the market.

As marketing channels continue to multiply and fragment, marketers are faced with the big data challenge - how to best utilise the information they receive?

It was from this question that Informatic Communications Investment (ICI) was born. We provide marketers with analytics software that harmonises all performance data into one holistic platform. By unifying the data, marketers have a complete view of their entire marketing ecosystem, empowering them to make better data-driven decisions.

INFORM DECISIONS IN MINUTES
NOT MONTHS

Model multiple budget level Outcomes in minutes not months

Traditional media mix modeling tools often take months to deliver actionable insights for budget optimisation.

Calculate Points of diminishing return for all media channels

A major challenge in media planning is determining when additional media spend begins to yield diminishing returns.

Understand your optimal Media channel mix

Choosing the right media channel mix is essential for maximising the effectiveness of each marketing campaign.

Scientifically understand where to find Optimisations

ICI’s media mix modeling uses scientifically driven insights to help you uncover untapped optimisations across your campaigns.

Model Both online and offline Sales Outcomes

For brands operating both brick-and-mortar and e-commerce sales models, the impact of marketing campaigns extends well beyond digital channels.

Inform resource allocations for all business Functions

ICI’s media mix modeling doesn’t just optimise your marketing budget; it also empowers you to align resources across all business functions, including marketing, sales, and operations.

Complete Media Transparency on all Investment Outcomes

Transparency is vital for improvement and decision-making. ICI offers full visibility into media investments, showing both spending and effectiveness.

Tune future decisions based on your own past Performance

With ICI, you can learn from your past campaigns and model future outcomes using only the most relevant data.

About ICI

Most Media Mix Modelling tools can't exclude irrelevant historical data, leading to inaccurate insights for specific campaign planning. This means campaigns with different objectives get grouped together, distorting results.

ICI solves this by allowing you to tailor media mix models to each campaign's objectives. For example, you can exclude brand spend to focus solely on a retail campaign with just a click.

precise geography of the campaign

If you want to set precise geography of the campaign flight to only run historical ad units and expenditures, only this geo-targeting will be selected to run through the attribution model to deliver the optimum media mix modelling recommendation.

exclude certain media channels

If you want to exclude certain media channels from your campaign plan due to creative cost, turnaround time or message not being appropriate to the campaign strategy it’s a click of a button

model a variety of different budgets

If you want to model a variety of different budgets and know what the likely outcome of return on investment will be for each, this is provided with scientifically driven actionable insights, suggested daily channel spends and optimal flighting.

Most Media Mix Modelling tools can’t exclude irrelevant historical data, leading to inaccurate channel mix, flighting, and budget insights. If campaigns have different objectives, unrelated ad units can skew the results. ICI solves this by letting you tailor media mix models to each campaign's specific goals. Excluding brand spend for a retail campaign, for instance, is just a click away.

Hear From Our Clients

Kate Creevey,
TAFE Queensland

“We have been working in partnership with Rapid Media for over 5 years at both a regional and brand level and we could not be happier with the level of service and strategy they have provided us. As a brand, we have been on ever-increasing diversification of digital marketing and above the line media channels for lead acquisition and audience management. This has required a sharp evolution of our digital strategy, in-house resources and tech stack, all of which have been continuously supported by Rapid Media.

Reporting cross-channel performance and intra-campaign metrics has been an accompanying challenge, one which we have tested and trailed multiple dashboard platforms, yet have been unable to get the granular insights we required for our strict reporting requirements. After working with various dashboard platforms, Rapid Media introduced us to ICI. We have been utilising this for multiple campaigns since October 2019 and unlike most dashboards, the drill-down functionality, cross-channel reporting capabilities and intra-campaign functions have greatly surpassed our previous experiences in this space. It’s great to see Rapid Media update and include additional metrics on the spot when we receive new reporting requests. The user groups and export functions have also been a positive addition to our broader brand network.”