New Delhi: Publicis Media India has launched Markriti, an ML-based Marketing Mix Modeling (MMM) tool. The tool, powered by Meta Open Source and featuring an interactive user interface, aims to provide efficient, cost-effective, and cutting-edge MMM solutions to brand managers and CMOs across industries.
In today’s competitive landscape, brands are increasingly adopting data-driven approaches to measure return on investment (ROI) and optimize their campaigns. Markriti, an integrated MMM solution, enables marketers to measure ROI across multiple marketing channels, even before launching a campaign.
Empowering Marketers with Data-Driven Insights
Markriti, inherited from Robyn’s open-source capabilities, offers a user-friendly interface that simplifies the MMM workflow. This empowers strategists and analysts to conduct MMM studies and access valuable insights within an hour. By saving time on model execution, data scientists can focus on refining the model and extracting deeper insights.
With its comprehensive capabilities across investment, strategy analytics, data, performance marketing, and content, Markriti completes Publicis Media India’s suite of offerings, reinforcing the group’s ‘Power of One’ business model.
A Game-Changer for Marketing Strategy
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Rajiv Gopinath, Chief Solutions Officer at Publicis Media India, emphasized the importance of Markriti in helping marketers accurately measure the impact of their marketing efforts. “Markriti empowers marketers throughout the entire marketing journey, from ideation to execution and impact measurement,” he said.
The tool’s cloud-based solution and user-friendly interface provide flexibility in hyperparameter tuning, making it a valuable asset for marketers across industries.
Tailored for the Indian Market
Specifically designed for the Indian market, Markriti assists in selecting the appropriate ad stock, hyperparameters, and Pareto model, offering comprehensive guidance throughout the modeling process.
Dabur, a long-standing client of Publicis Media India, recently deployed Markriti in the Karnataka market to address brand growth and ROI challenges. The tool’s ability to quantify ROI, determine the optimal marketing mix, and provide strategic insights helped Dabur optimize its budget and improve overall return on ad spend.
A Powerful Tool for Businesses of All Sizes
Markriti’s high-computing model, which runs efficiently on the cloud, is accessible across devices and teams. The tool’s user-friendly interface simplifies MMM, making this powerful strategy accessible to businesses of all sizes.
