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)