Measurement, Testing and MMM
Our advanced modelling and data-driven insights empower you to optimize your media planning, ensuring smarter decisions and sustained growth.
Our Approach
The right measurement set up is essential to making informed decisions and maximising growth. Measurement at Kinase means working in partnership to define meaningful KPIs and capture accurate data. Our expertise in Measurement has been recognised by Google as Kinase was ranked Top 8 in EMEA at the Premier Partner Awards.
How To Restore Trust in Your Marketing Measurement
Paul Artunduaga analyses how a planned combination of testing and MMM can restore trust. Read More.
Better KPIs
Our approach is to identify the KPIs which most accurately reflect meaningful business objectives and bid directly toward them, looking beyond gross sales / leads to incremental profit and lifetime value. For instance:
Lifetime value for retail. We ingested a clients 1st Party CRM and store sales data to model lifetime value and used it to drive more profitable new customer acquisition
Lead scoring and revenue integration for lead gen. Directing higher budget share toward the best converting leads and reducing the cost of servicing non-converters. Recognised as lead gen experts by Google at their Premier Partner Awards
Better Data
Working in partnership to improve data collection. From improvements to cookie based solutions (tagging, consent mode, enhanced conversions, CAPI, etc) to improving the 1P data collected and CRM integrations.
Incrementality Testing
Our proprietary geo-testing methodology enables less disruptive testing, quicker results, and greater confidence in the outcomes.
Media Mix Modelling
Accredited Meridian partners, helping clients to optimise budgets across their entire marketing mix, reducing wasted/non-incremental budget and identifying additional investment opportunities.
Why you must experiment
Read Kinase co-founder Richard Brooks on why experiments and modelling are now essential for taking digital marketing forwards.
Knowing when to transition to MMM
Kinase’s James Monaghan on the’strategic pivot’ of MMM. Read more at Performance Marketing World magazine.
MMM is a ‘decision engine’
Kinase analytics engineer Bhuvan Setty argues that MMM should be part of ongoing decision making, not a final, fixed answer. Read the article at Mediashotz.