Campaign data passes through two layers. The first analyses it; the second acts on the result.
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Layer 1 · The Engine
- Agency expertise
- A confidential best-practice rule book built over 20 years, notes taken in every client meeting, and a record of past optimisation decisions.
- Statistical analysis
- Machine learning, media mix modelling (MMM) and prediction models.
- Industry research
- Industry and platform news, collected automatically and kept up to date.
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Layer 2 · Automated Action
- Dashboards and reports
- Live client dashboards and reports, built and refreshed automatically.
- Optimisation and alerts
- Budgets, bids and targeting adjusted automatically, with an alert when performance changes.