When it comes to applying data science in marketing, its goal is to provide new insights that let companies know if their investment decisions have paid off. How much did their last TV campaign brought in sales volume? What is the ROI of influencer marketing?
In our latest Polaris newsletter we reveal several powerful research methods which can help brands dig deeper into the causal relationship between their investments and sales or understand consumer behavior, preferences and lifestyle choices. We discuss how modeling and data driven decision making will enable companies to optimize media spends, improve media planning efficiency, reach narrower target audiences or pick the right creatives, leading to significant improvement in time and cost efficiency.