At a time when customer journeys are increasingly complex, measuring marketing effectiveness can no longer rely on siloed approaches. In 2025, we are taking a new step by adopting a global method: Unified Marketing Measurement (UMM) within a dedicated SaaS platform.
This innovative approach combines three fundamental pillars: Marketing Mix Modeling (MMM), Attribution, and Incrementality/Experimentation. Together, they provide a holistic and precise vision for managing your marketing investments.
1. Attribution: Real-Time Insights
In our vision of UMM, attribution is performed at an aggregated data level, which allows:
- Feeding the model regularly, based on the client's data collection capabilities.
- Integrating near real-time insights, essential for adjusting campaigns along the way.
2. Incrementality: Measuring the Real Impact of Campaigns
Incrementality measurement, a pillar of informed decision-making, relies on two main methods:
- Traditional approaches (Geo Lift, A/B tests), proven over the years.
- Synthetic Control, an innovative method based on artificial intelligence, for even more precise results, operated in-house.
These tools make it possible to evaluate the true added value of each campaign by isolating the real effects of marketing actions.
3. Experimentation: Restoring the Role of Brand Building
To better leverage the drivers that build the brand over the long term, it is essential to complement the MMM model with qualitative and experiential metrics:
- Attention measurement, followed by brand tracker or brand lift indicators.
- Visibility analysis, to evaluate media opportunities.
- Long-term impact coefficients, integrated into the MMM to measure the effect of branding actions on top of short-term ROI.
A Unified Vision for Informed Decisions
Through Unified Marketing Measurement, we give our clients the means to achieve a complete and coherent view of the effectiveness of their campaigns, while balancing short-term optimization and long-term brand building.
2025 will be the year we continue to push the boundaries of marketing measurement, to deliver solutions that are high-performing, innovative, and tailored to your challenges.