In any applied field, analytics or data science is never an end in itself - it is always a means to an end. We don't mine data, we don't even mine insights- data and insights are inputs and "unfinished goods" to our ultimate product-growth.
Syneractiv's end-to-end approach to data-driven omnichannel marketing starts with a Strategic Brand Discovery, which helps us understand objectives, strengths, and challenges in the current go-to-market strategy.
Mission objectives and a logistical project plan are established with the project sponsor and core steering committee.
ESTABLISH CORE MISSION PARAMETERS
Consumer Drivers is a Deep Learning enabled consumer propensity-based segmentation analysis that segments consumers across their journey to ensure minimum attrition of high value growth segments at each stage. This is a hierarchical micro-segmentation approach that recognizes that the same consumer has different priorities at each stage of the journey and marketing communication and content strategy should be optimized accordingly. We accomplish this by enabling customization of creative, content and touchpoints by segment personas and journey stage attributes.
Traditional marketing performance measurement relies on a fragmented toolkit that uses a multitude of solutions based on measurement needs and these tools rarely agree with each other. Also, solutions like marketing-mix or multitouch attribution place a heavy focus on explaining results. Then there are pure deep learning models that place their entire focus on predictive power and are minimally concerned about explaining the "why".
We place equal focus on explanatory and predictive prowess because there’s not much point in explaining history if we are not able to do a reasonable job of anticipating the future.
Demand Miner is a predictive -powerhouse disguised as a campaign measurement solution.
It both identifies internal and external drivers of marketing outcome metrics and predicts market-share outcomes as a result of wargaming competitive scenarios. We leverage a proprietary algorithm that adjusts models in real-time to improve predictive performance.
Syneractiv’s multi-level modeling approach spans audience user-level data from first-party logs or digital cleanrooms, audience creative, network/genre & placement-level data from walled-gardens and Connected TV (CTV) platforms as well as traditional offline media and promotions to deliver a true cookieless single-source and privacy-compliant Omnichannel Attribution Model.
And the model output can be loaded back into cleanrooms like Google Ads Data Hub (ADH) to deliver cookieless remarketing optimization.