Athenea is a SaaS Marketing Mix Modeling (MMM) tool that helps you optimize your media mix according to its impact on sales

Optimize your media mix according to its impact on sales

ROI Paid Media Channels

 Discover the ROI of each paid media channel

Real Contribution

Find the real contribution to sales of each factor (paid & own media, on & off, external vars)

Response Curves and mean spends by channel

Analyze the response curves and saturation of each paid media channel

Optimized Mix

Optimize your media plans using Athenea’s budget allocation interactive tool

Adstock Effect

Understand the adstock effect of each lever

ROI Paid Media Channels

 Discover the ROI of each paid media channel

Real Contribution

Find the real contribution to sales of each factor (paid & own media, on & off, external vars)

Response Curves and mean spends by channel

Analyze the response curves and saturation of each paid media channel

Optimized Mix

Optimize your media plans using Athenea’s budget allocation interactive tool

Adstock Effect

Understand the adstock effect of each lever

¿How can Athenea help you?

Maximize your sales optimizing your paid media mix

Know the real ROI of each media channel

Solve the attribution issue in the cookieless scenario

Get the impact on offline advertising in online sales, and viceversa

Know the newsletter & organic media channels real impact on sales

Save multiple hours of analysis & reporting of the internal team

Understand the sales baseline independent of any media activity

Get the organization aligned using a trusted methodology

Athenea Brands

Feed Athenea with your own marketing and sales data

The concrete data collection process will be defined during the preliminary project steps.

There are several ways to share your data with Athenea

Through data connectors (Funnel.io, Supermetrics, etc)

Through Advertising platforms APIs

Through Athenea’s Data Upload Interface

The data to input includes:

Sales data: can be any of the following

Unit sales, value sales (also app installs, new leads, visits, … the most relevant results KPI).

Paid media variables: expenses on paid media channels

Google (details by text ads, display, shopping, youtube, etc)

Meta (details of campaigns in Facebook, Instagram, etc)

Other online advertising platforms and paid media sources (Tik Tok, etc)

Other offline campaign data (TV, radio, OOH, Newspapers, Magazines, etc)

Organic media variables: communication push through own media channels

email newsletters

organic social media channels (not paid social)

Push mobile messages

Context variables

Other factors than can have an influence on sales (competitive moves, calendar of industry events, retail POS, promotional activities, macroeconomic factors, etc)