We already measure campaigns and their results, so what is the added value of Mi for us?
Our system allows you to put all your data in the context of your overall results. It enables you to work with data across platforms (due to our customised attribution models), identify the best performing channels (e.g. based on profitability or customer lifetime value), and to forecast your results up to 3 months in advance.
How much historical data is needed?
The rule of thumb is the more data the system works with, the higher precision of forecast. In terms of channels that record about 15 000 sessions per month, we typically work with data from the last 2 years, but if the the volume of available data is greater, we can work even with lower volumes.
What if we do not collect data on website conversions?
The volume of conversions can be simulated using our system based on other interactions with your website, service or mobile app. The conversions do not necessarily need to be online orders or leads generated per se.
How precise are the forecasts?
For marketing channels that have recorded 15k sessions per month in the last year and half, we can generate forecasts whose margin of error is minimal. For example in terms of customer lifetime value predictions, the precision of our system typically reaches the precision of 95%. And we make all our predictions even more precise every day.
How do you ensure data security?
We take security extremely seriously. The most complex calculations (e.g. comparison of precisions of various models) are run locally. The results are then saved on the safest platforms in the world such as Amazon AWS, Google Cloud Platform or Snowflake. We use Keboola.com to maximize the security during the transfer of data between all of the parts of the system. And we delete all data that are no longer needed for calculations.
How does the cooperation work once the system is in place?
Once the system is set up, we provide consultancy and training. In the first months, we typically focus on the following areas:
Business analytics – the outcome is the segmentation of investments based on channel grouping
Product analytics - the outcome shows profitable and non-profitable products based on channel grouping level of view
Customer analytics – the outcome is an overview of key data and a plan for maximizing customer lifetime value while minimizing the costs
Predictive analytics – the outcome is gaining insight into the future of your business results
What are the requirements for our cooperation?
You are free to stop our cooperating anytime. We do not even require any notice period. This is how confident we are about the long-term value we offer.
What marketing channels the system can work with?
The range of what our system can understand as a channel is quite broad. Most commonly, we group channels based on three dimensions (source, medium, campaigns) but other dimensions can be considered by the system too (e.g. landing pages).
What to do if our data are skewed by our customers’ activity across various devices?
There are two ways of addressing this issue. We can either deduplicate users using Google algorithms, or we can use our own customizable and more precise deduplication method. However, the latter requires that the client has a system in place which pairs specific customers to a unique ID in at least 70% cases.