wE ARE the Solution

ICI allows Brands to decipher the vast amount of both online and offline data produced across every one of their marketing channels and platforms. Using ICI they can easily measure the effectiveness of complex campaigns in close to real-time and gain actionable insights to optimise marketing activity and maximise ROI.

ICI empowers procurement departments with advanced analytics to assess preferred suppliers across media channels, ensuring cost efficiencies and maximizing return on investment. Our solutions provide clear insights into media spending, enabling teams to measure and validate the impact of their investments across all levels of the marketing ecosystem. With ICI, procurement professionals can drive accountable, data-driven decisions that optimize supplier performance and enhance financial transparency.

Analysts don’t want more data for data’s sake, they want the right data, fast. ICI automatically collects, refines and organises marketing data in close to real-time. Producing reliable, relevant marketing data to support their corporate analytics initiatives. Advanced users can use ICI’s programming environments to explore, enrich and transform data. All at a speed that matches the market.

Traditional media mix modelling tools often take months to deliver actionable insights for budget optimisation. With ICI, you can model various budget outcomes in just minutes, allowing you to make informed decisions quickly. ICI gives you the ability to simulate different budget levels and instantly understand their impact on your campaign’s return on investment (ROI), ensuring a data-driven approach that aligns with your campaign goals.

Beyond this capability, ICI allows you to customise critical campaign variables such as timing, flight length, product or service type, and geography. You can also select or exclude channels based on creative availability or execution style, whether retail-focused or brand-driven. 

CI then provides specific guidance on media mix, optimal daily media investment per channel, and the ideal campaign structure. This precision empowers you to craft tailored campaigns that maximise efficiency and performance.

A major challenge in media planning is determining when additional media spend begins to yield diminishing returns. With ICI’s unique approach, you can calculate these critical points for each media channel, enabling you to optimise your campaign’s efficiency. By reallocating your budget to channels with the most impact, you maximise your media spend effectiveness.

ICI’s superpower, compared to more basic media mix models, lies in its ability to precisely exclude irrelevant historical data that doesn't align with your current campaign objectives. This ensures that the media mix recommendations you receive are tailored specifically to the campaign you’re planning, allowing for more accurate predictions and improved outcomes for future campaigns.

Choosing the right media channel mix is essential for maximising the effectiveness of each marketing campaign. ICI’s distinct advantage lies in its ability to exclude historical data from any modelling that doesn't align with your current objectives, ensuring you only receive highly accurate and statistically relevant recommendations for your media mix.

While many media mix models use entire data lakes that include irrelevant information, ICI focuses solely on segmenting only the data that matters to the problem you are solving. This means you're not running campaigns based on outdated or unrelated insights but on real cause-and-effect relationships that are specific to your marketing goals. Whether you're targeting a brand or retail campaign, ICI enables you to model the ideal combination of media channels with just a click.

ICI’s media mix modeling uses scientifically driven insights to help you uncover untapped optimizations across your campaigns. Whether you need to eliminate media channels that don’t align with your strategy or adjust geo-targeting for more precise results, ICI provides clear and actionable recommendations to ensure your media investments are optimized with scientific precision.

One of ICI’s key strengths is its ability to exclude irrelevant investment and data points that don’t relate to the current campaign objectives. By allowing you to removing this extraneous data with just a few clicks before it runs through the attribution model, ICI ensures that only the most relevant information is analyzed. This enables you to measure effectiveness more accurately and receive more precise insights and recommendations tailored to your specific goals.

For brands operating both brick-and-mortar and e-commerce sales models, the impact of marketing campaigns extends well beyond digital channels. ICI’s robust architecture enables you to model both online and offline sales outcomes, offering complete visibility into how your campaigns perform across all sales channels. This allows you to align your media mix with the right channels to meet the unique objectives of your campaign, whether focused on driving digital sales or brick-and-mortar customer footfall traffic.

ICI’s capability to model outcomes also helps brands plan for the broader implications on demand, ensuring adequate resources are in place to serve customers across different states and territories. By measuring and predicting outcomes using historical first-party sales and marketing stimulus data, ICI provides a clear vision of what success could look like if your marketing mix is fully optimized, leveraging real historical outcomes to guide future investment strategies.

ICI’s media mix modelling doesn’t just optimise your marketing budget; it also empowers you to align resources across all business functions, including marketing, sales, and operations. By excluding irrelevant historical spending and focusing only on relevant first-party data, ICI provides precision in guiding your next marketing investments. This ensures that your allocation strategies are tightly aligned with current business objectives.

With ICI, you gain actionable insights that enable you to efficiently plan for resource demands across different functions and regions. This includes understanding the potential resource requirements for sales teams, customer service, and operational support, ensuring every department is working toward the same measurable goals. By tailoring resource allocation based on real data and performance outcomes, ICI helps you drive efficiency and maximise the impact of your media investments.

Transparency is crucial for successful continuous improvement and decision-making, and ICI ensures full visibility over all your media investments to both visualise what’s been spent but more importantly how effective this expenditure has been in regards to results.

With real-time data from both online and offline channels, you can track performance metrics and ROI, ensuring that your teams and media partners are held accountable. By using ICI, brands can achieve full media transparency, eliminating wastage by excluding channels that don’t align with campaign objectives, or creative outcomes and campaigns that don’t meet key performance indicators.

ICI also functions as a live scorecard, monitoring media effectiveness and comparing actual performance against optimal benchmarks. This makes it an essential tool for both marketers and procurement teams, helping them hold themselves, their media partners, and agency partners accountable.

When used to its full potential, ICI empowers brands to remove inefficiencies from media plans, abandon gut-feel decisions in favour of data-driven strategies, and foster a culture of data-led decision-making for future investments.

With ICI, you can learn from your past campaigns and model future outcomes using only the most relevant data. ICI allows you to exclude irrelevant data from historical campaigns, enabling more accurate modeling and precise media mix recommendations for future campaigns. This ensures that your decisions are based on the insights that matter most to your campaign goals.

By fine-tuning your media mix and flighting, you can ensure that your future media investments yield the highest returns possible, tailored to your unique objectives. ICI empowers your entire team to make confident, data-led decisions based on the most relevant portions of your first-party data set. This approach not only optimizes future campaigns but also fosters a culture of precision and accountability across your media planning process.