Speak the Language of Data
We’ve translated the academic jargon into terms that actually mean something for your business.
1. Impact Analysis (Academic: Multivariate Regression) This isn’t just math; it’s the answer to “What worked?”. We analyze how different variables (ad spend, seasonality, price) impact your final sales.
2. Contribution Breakdown (Academic: Decomposition) Instead of a confusing scientific breakdown, see exactly what percentage of your revenue came from Facebook, Google, TV, or simply your brand’s reputation.
3. Spend Efficiency (Academic: Response Curve) The most critical KPI. This curve shows you the relationship between how much you spend and how much you get back. It helps you find the “sweet spot” before your ads start losing effectiveness.
4. Diminishing Returns (Academic: Saturation Point) Think of this like a sponge. Eventually, it can’t hold any more water. We identify the exact point where spending more money on a channel stops yielding profitable results, so you can move that budget elsewhere.
5. Carry-Over Effect (Academic: Adstock) Marketing doesn’t stop working the moment an ad disappears. Good marketing sticks in people’s minds. We measure how long your ads continue to influence sales days or weeks after they run.
6. Organic Base (Academic: Baseline) The sales you would get even if you spent $0 on ads today. This validates the intrinsic value and momentum of your brand.