Marketing ROI (MMM, Testing & Attribution)

Unlock Incremental Revenue by optimising your marketing & media effectiveness strategy with state-of-art measurement & optimisation models.

Optimizing the true incrementality of marketing & media activities to maximize ROI.

Artefact’s proven Marketing Return of Investment (MROI) Measurement Suite allows companies to address all business questions and elevates the process of decision making on multiple levels.

Strategic decisions have a mid/long-term impact. They focus on defining the overall marketing mix:

Media allocation across geographies, products, and channels.
Optimal mix of digital and offline channels.
Impact of product launches, pricing, promotions, and external factors.

Operational decisions are used to optimise every campaigns:

Adjust campaigns budgets dynamically based on performance metrics.
Focus on your campaign goals to improve the expected results : conversions, visits, brand awareness.
Continuously evaluate campaigns inputs and optimize their settings: Creatives, Ad copy, Keyword selections, audience targeting…

The Golden Triangle of MROI.

Artefact’s proven Marketing Return of Investment (MROI) Measurement Suite allows companies to address all business questions and elevates the process of decision making on multiple levels.

Marketing Mix Modelling
(MMM)

Our Marketing Mix Model allows for strategic decision-making taking into account media & marketing budgets, Brand Power (based on Share-of-Search, Social Listening and Brand Tracking), Pricing, Promotions, Product Launches, Merchandising and Distribution. It captures both the short and long term effect of media and brand on revenue. We have a repository of different models that can be applied based on specific business questions:

Custom Bayesian Hierarchical Model: For campaign level insights.
Directed Acyclic Graphical Causal Model: For multi-target insights and capturing direct and indirect effects of media.
Certified Implementation Partner of Google’s Meridian: For geo-specific insights as well as leveraging Reach & Frequency data.

Incrementality Tests & Experiments

Our Incrementality Tests and Experiments allow for validation and calibration of MMMs by measuring impact on the ground. A suite of approaches provide significant validation on the robustness of the causal effect of campaign interventions:

Geo-based experiments: Meta’s GeoLift).
User-based experiments: In-Platform Brand Lift & Conversion Lift Studies.
Bayesian Causal Inference based Synthetic Control & Regression Discontinuity.
Potential Outcome Framework.

Multi-Touch Attribution (MTA)

Our Attribution techniques allow companies to gain rapid granular insights on audiences, geos and campaigns that drive in-flight campaign optimization. An array of packaged and tested techniques allow for robust benchmarking on a granular view of the customer journey. These techniques include:

Custom built LSTM.
Custom built Temporal Fusion Transformers.
Google Analytics in-built DDA.

A C-Suite Guide to Marketing Measurement in 2025

Discover key marketing measurement trends and strategies, with insights from Accor, Nike, and Artefact, showcasing data-driven success.

Download the report

We are Google Meridian Certified Partner

As of January 29th, 2025, Artefact is an officially certified implementation partner for Google’s latest Marketing Mix Modeling (MMM) solution called Meridian.

This certification reinforces our commitment to helping businesses measure, optimize, and maximize their marketing investments with cutting-edge methodologies.

Read our global Press Release

artefact is certified Meridian Partner, Google Marketing Mix Model

Measure the true impact of your marketing & media investments through our solutions.

Full Funnel Measurement
& Optimization

Scalable solutions for full-funnel measurement (Long term & Short term) through data automation, AI-driven modelling factories, and user-friendly self-service interfaces.

In-House
Expertise

Build your data and analytics capabilities in-house to eliminate black boxes and reduce dependence on third parties.

Data Driven
Operating Model

Adapt a new operating model fueled by data insights, directly influencing business & marketing decisions from strategy to operations.

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