Performance Marketing
Performance marketers are currently transitioning from attribution-based cross-channel measurement to Marketing Mix Modeling. Why? MMM provides the true ROI for each channel and campaign.
True effectiveness of digital media
True ROI for Paid Social
Last-click and multi-touch attribution are broadly used in cross-channel measurement, but they struggle capturing the true ROI of Paid Social, such as Meta, TikTok, Snapchat, and Pinterest.
We recently analysed the difference between Sellforte-reported ROI and GA4 last-click -reported ROAS for Meta. To get to Sellforte's ROI, one needs to multiply last-click ROAS for Meta with
- 1.6x for Retargeting campaigns to existing customers
- 2.5x for Prospecting campaigns to new customers
- 9.2x for Awareness campaigns
True ROI for Paid Video
Based on our experience, Paid Video's performance is always under-reported in last-click attribution. Sellforte helps you uncover the true ROI of Paid Video.
Paid Video typically drives short-term revenue as a performance channel, but it also has long-term lagged effects. Sellforte's Marketing Mix Model correctly captures both of these effects.
Impact of digital media to offline sales
Offline sales impact is not captured by Google Analytics 4 or multi-touch attribution tools. But Sellforte is able to capture it.
As an example, we recently analysed TikTok advertising of C&A, a leading European fashion retailer. We found out that more than 50% of total sales driven by TikTok was in physical store sales.
Deep insights for each channel
Response curves: Understand level of saturation
It is critical to understand is saturated, or still has lots of room for scaling
Media Metrics: Analyze ROI drivers
Example: Recent improvement in PMAX campaign ROI might be explained by +15% increase in Average Order Value (AOV)
Compare MMM ROI to ROAS from GA4 and Ad platforms
Understand how MMM-reported ROI differs from attribution reports by Google Analytics 4 and ad platforms
Optimize budget allocation
Optimize budget across all channels
Whether you're conducting annual, quarterly, or monthly planning, Sellforte's Optimizer helps you by providing
- Recommended budget for all channels
- Total sales forecast for each budget scenario
Find optimal budget for the next weeks
Sellforte's Optimizer provide you optimal budget allocation and sales forecast for each week. This enables you to
- Pace budget appropriately over time
- Maintain optimal budget allocation across channels
- Understand whether you're delivering against sales targets or not
Sellforte's Optimizer understands timeperiods when demand is naturally lower and timeperiods when there's more buyers in the market, and adjusts marketing budgets by week accordingly. This makes Optimizer-generated scenarios realistic.
Tactical Optimization
With Next Generation MMM, performance marketing teams have new capabilities for tactical optimization:
- Track ROI for each campaign and re-allocate more budget to the ones that are performing well
- Optimize Bidding Strategies and Campaign Objectives
- Optimize Bid levels
How does it work?
1. Connect your data in minutes
Our in-built data connectors support all major online media and ecommerce platforms.
2. Analyze media performance
Identify the channels that are performing well, and the ones that are not.
3. Optimize budget allocation
Find optimal budget allocation for a given media budget, or against a certain sales target.