12-10-2024
New Features
Marketing Mix Modeling: New cookieless solution to measure the performance of marketing activities and obtain budget allocation recommendations.
Learn more:
Marketing Budget Allocator (Marketing Mix Modeling) : This solution allows the Eulerian Client to create simulations on the fly with a revenue or ROAS target as input, and a recommendation for budget allocations between marketing channels as output.
Conversion Lift & Brand Lift (Marketing Mix Modeling): this new calibration functionality allows the Eulerian Client to integrate the results of its incrementality tests into its Marketing Mix model.
Calibration with causal experiments allows the integration of results from randomized controlled experiments (RCTs) into the marketing mix model to improve its accuracy.
By fitting the model predictions to the RCT results, this reduces the gap between predicted media contributions and reality.
This helps to obtain ROAS predictions that are closer to the truth, particularly useful for adjusting marketing campaigns based on real data.
Native Dashboards: New Native Dashboards for E-Commerce Advertisers and Lead Generation
Path : Analysis > Report Center > Dashboard > "My e-commerce dashboard"
Path : Analysis > Report Center > Dashboard > “My Lead Generation Dashboard”
Evolution of existing features
Report Center & Widgets: +40 new native queries available to facilitate the creation of widgets
