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Marketing Effectiveness & Media ROI
From fragmented channel reporting to a governed view of incremental growth.
The gap between data and decisions
Reallocate budget toward the channels, media and campaigns that demonstrate a stronger contribution to sales.
Reduce wasted spend by distinguishing true return from activity that would have happened without the investment.
Use budget allocation and media simulation tools to compare scenarios before making a commitment.
Bring digital media, retail media, out-of-home activity, marketing and eCommerce performance into one decision view.
How NTT DATA helps
Build the model, identify key business drivers and assess ROI by channel, medium and campaign.
Connect media analytics across digital, retail media and out-of-home channels with marketing and eCommerce dashboards.
Apply budget allocator and media simulator tools, supported by decision governance that can scale across teams.
Improve non-brand strategy through A/B testing, SEO/SEM and media-mix optimization.
Industrialize AI-enabled content production and connect it to the wider effectiveness model, subject to validation of the Content AI Factory reference.
The input reports the following impact signals. They should remain internal until the underlying approved sources, measurement periods and calculation methods are confirmed.
Reported from reallocating budget toward higher-return channels.
Reported movement toward channels with stronger returns.
Reported for a Marketing Mix Modelling engagement with a fashion and accessories retailer in Spain.
Reported from campaign optimization.
