A Data-Driven Approach to Multichannel Online Marketing

AGM, a globally operating digital marketing agency, develops advertising strategies and executes online marketing campaigns for its customers from a broad range of sectors. Their challenge was to determine the best possible allocation of marketing funds among multiple online channels, optimizing the overall effectiveness and return of investment of its marketing campaigns.

Each of the online channels, from search engines to video-sharing and social platforms, provided analytics data in different formats and at different time intervals. In order to implement a data-driven solution that spans all channels, Wolfram Consulting Group’s first task was to build a fully automated data acquisition pipeline and normalize the available information into a representation suitable for computation.

Then, using a multivariate time-series forecasting algorithm tailored for the kind of data AGM provided from their previous campaigns, we developed and tested a tool that could accurately and reliably predict the evolution of the outcomes of the different channels. During the course of an ongoing campaign, this tool was used to propose reallocation of spending over different channels so AGM could dynamically optimize the overall return on investment.

Finally, we extended the algorithm so AGM could either calculate the budget necessary to achieve a chosen outcome KPI or, alternatively, forecast the outcome for a given budget.

Wolfram experts provided AGM with an easy-to-use graphical user interface to explore “what-if” questions and visualize a wide range of scenarios. Our solution for AGM attracted new clients who were seeking cutting-edge approaches to managing their digital campaigns.

Working with Wolfram [Consulting Group] for the past decade has been an exceptional experience for us. From initial project conceptualizations to final product implementation, their level of technical knowledge, understanding of our business needs and client management have been extraordinary. Their highly skilled team always takes the time to understand our specific goals and challenges, asking the right questions and engaging deeply with our team to ensure they provide a solution truly centered on our needs. Most recently, Wolfram worked with Allied to develop a suite of proprietary tools to drive first-in-market efficiencies, illuminate insights hidden inside reams of data and contribute to our success in exceeding client KPIs globally.

—Adam Cunningham, Chief Strategy Officer, Allied Global Marketing