Set of rules drives sustainable business expansion and anchors talent development in advertising
WMcCann is testing the ‘Triple MMM’ tool, a Marketing Mix Modeling (MMM) practice that optimizes and predicts campaign analyses, allowing the identification of the factors that most contribute to the success of an action. It analyzes channels, audiences and broadcast time, among other variables that impact the results of actions.
In partnership with IPG, the agency invests in global guidelines and cutting-edge technologies that help improve campaigns and increase operational efficiency. ‘Taxonomy’ and ‘Growth accelerator’ are among the main ones. “Taxonomy is a tool that ensures accuracy in data categorization and structuring. By organizing data effectively, it ensures that campaigns are based on reliable information, which increases the quality of planning and execution. With more accurate data, campaign segmentation and personalization become more effective, resulting in greater impact on the target audience,” explains Carol Escorel, COO of WMcCann.
The ‘Growth accelerator’ works as a multimedia simulator, integrating business and media data to create an optimized media mix. “It allows the visualization of different media allocation scenarios, maximizing return on investment (ROI) based on real and predictive data,” says Carol. By combining different data sources, this feature determines the best combination of media channels, ensuring that campaigns reach the right audience, at the right time and with the best cost-benefit.
Processes that used to take days can now be completed in a matter of hours. This increased agility reduces the time needed to launch and adjust campaigns, freeing up more time for strategic planning and innovation. By automating processes, teams can focus on higher-value tasks, such as producing more creative campaigns.
In addition to intensifying campaign launches, these resources are continually improved based on results collected. Precision, agility and effectiveness are guaranteed with each delivery to the client. “These practices help to raise the standard of advertising, bringing innovations that directly impact the quality of campaign results,” concludes Carol.
Sustainability
Although Brazilian advertising is known for its abundance of natural talent, the market needs regulations capable of guaranteeing sustainable business growth and supporting the potential of professionals.
Read the full article in the September 16, 2024 edition of propmark
