Multi Objective Optimization
A Smarter Approach to Pricing & Media Optimization
Whether you're a direct or brand advertiser, it's critical to assure that your marketing metrics are aligned with your firm's strategic key performance indicators (KPIs). Further, you need to continuously track and analyze several marketing metrics to get an accurate and balanced measure of performance at the source level, including media channel, publisher, placement, list, and segment.
It's common for many advertisers to solely focus on how much it costs to acquire a customer (CPA) in aggregate and base their optimization decisions on that metric. But if you're not using multiple metrics to optimize your marketing campaigns, you're missing out on valuable learnings that can, in turn, be used to increase campaign or offer performance and overall return-on-investment.
Datran Media understands the diverse key performance indicators that advertisers must examine when they are working with publishers and networks across digital media channels. Download this whitepaper and you'll discover how to:
- Assure your marketing metrics are aligned with your firm's strategic KPIs
- Assess the relative leverage of various marketing metrics in optimizing in-market performance that is aligned to these KPIs
- Strike the right balance in optimizing short-term performance metrics (e.g., CPL, CPO) and longer-term metrics (e.g., LTV, Brand Equity)
- Integrate multiple marketing metrics with rich "responder-customer" profiles to confidently select the right media and, in turn, secure it at the right price
