Gabriel Franco

Company

Cassandra

Job Title

CEO

Bio

Cassandra is a software that guides Marketing Budget allocation decisions using AI-enhanced Marketing Mix Modeling and Incrementality Testing to maximize your ROI

Interventions

10/10/2024 | 13:35 - 14:00
Digital Marketing Main Stage

iconThe science behind advertising investment

Analytics methodologies used by the world's strongest advertisers

Measuring the impact of marketing campaigns is becoming increasingly difficult due to limitations on tracking and the disappearance of cookies. Without accurate measurement and proper attribution, scientifically planning the allocation of advertising investments to achieve business goals becomes nearly impossible.

In this presentation, we'll explore the measurement and analytics methodologies adopted by the world's most advanced advertisers and how your brand can benefit as well

10/10/2024 | 15:00 - 16:30
Workshop

iconWorkshop - Build your brand's Marketing Mix Model in 2 hours & optimize your Media Mix

If your brand, invests more than €30k/month in advertising, in this workshop you will create a Marketing Mix Model with your brand data to unlock:

  • Incremental ROI of each advertising platform
  • Analysis on seasonality
  • Analysis on the diminishing returns of your channels
  • Budget allocator to plan your investments and maximize sales

To participate in this workshop you can use Cassandra's demo data, or you can enter your company's data.

Here are instructions for collecting your company's data-remember: all exported data must have 2-3 years of history.

  1. Export from each advertising platform the spending history: 
    1. size: date (daily)
    2. Column: campaign type
    3. Metric: Expenditure
  2. Export sales from your CRM or CMS: 
    1. Size: date (daily)
    2. Metrics: Sales, Conversions or New Customers.
  3. Export email data: 
    1. Size: date
    2. Metric: Number of emails sent
  4. Aggregates all variables in a dataset
0
    0
    Your shopping cart
    The cart is empty