Measurements (MROI) & Insights

Unlock ROI Growth and optimise your 
marketing & media strategy effectiveness with Marketing ROI.

Optimizing the true incrementality of marketing & media activities to maximize ROI.

At Artefact, we’ve developed a transformative approach to measuring Marketing ROI (MROI) that offers multiple benefits to your marketing teams.

According to Deloitte’s CMO survey, 70% of marketing leaders struggle to accurately measure the ROI of their digital campaigns, making it challenging to effectively allocate budgets and achieve business goals.

Their main challenges are described below.

We are an Official Meta and Google Partner on Marketing Measurement.

We are an Official Meta and Google Partner on Marketing Measurement.

Strategic decisions

Strategic Decisions

  • Determine optimal marketing mix, including budget allocation across geographies, brands, and channels.

  • Deploy Full Funnel media optimization & synergies between performance & branding channels.

  • Evaluate the impact of non-media factors such as product launches, pricing, promotions, and distribution.

  • Optimise digital channels and e-commerce strategies to capitalise on emerging trends and opportunities.

Operational decisions optimization

Operational Decisions Optimization

  • Optimise your campaign budgets dynamically.

  • Identify ideal campaign settings and activation tactics.

  • Determine optimal campaign inputs such as audiences, creatives and ad copy.

Unfortunately, current marketing measurement solutions are imperfect, leaving marketers in need of a more precise approach.

Measure the true impact of your marketing & media investments through our solutions.

At Artefact, we’ve developed a transformative approach to measuring Marketing ROI (MROI) that offers multiple benefits to your marketing teams.

Full Funnel Measurement & Optimization

Full Funnel Measurement
& Optimization

Scalable solutions for full-funnel measurement (Long term & Short term) through data automation, AI-driven modelling factories, and user-friendly self-service interfaces.

In-House Expertise

In-House
Expertise

Build your data and analytics capabilities in-house to eliminate black boxes and reduce dependence on third parties.

Data Driven Operating Model

Data Driven
Operating Model

Adapt a new operating model fueled by data insights, directly influencing business & marketing decisions from strategy to operations.

Our approach: marketing triangulation to enhance decision-making agility and effectiveness.

Marketing triangulation
Marketing Mix Modelling

Marketing Mix Modelling
(MMM)

Measure the impact of various marketing tactics on sales, brands equity or other performance metrics, and to optimise marketing spend allocation for maximum ROI. We utilise data from online and/or offline channels.

  • Custom Bayesian Hierarchical models

  • Causal models

  • Open source models (Robyn/Meridian/Lightweight)

Incrementality Experiments

Incrementality Experiments
(Test & Learn)

Measure incrementality & uplift from campaigns to validate strategies and recommendations and redefine results close to ground reality.

  • Geo-based experiment

  • User-based experiment

  • Bayesian Causal Inference or Synthetic control

  • Causal Impact

Data-Driven Attribution

Data-Driven
Attribution

Track and assign credits to different touchpoints in a customer’s journey, helping businesses understand which channels/campaigns contribute most to conversions.

  • Multi-Touch Attribution (MTA)

  • Custom attribution models

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