Understanding your best channels
The interplay and effectiveness of different media channels over time can be difficult to understand with traditional approaches such as regression analysis.
Atapa™ solves the problem by simulating every day of the campaign at the level of the consumer before presenting its results.
What-if scenario prediction
Atapa™ uses a virus infection framework to model the linear and non-linear effects of paid communications and word of mouth (WOM). Individual agents/consumers are described as Susceptible, Exposed, Infected, or Recovered (or S.E.I.R.) in the context of the advertising campaign and their behavioural responses simulated.
This provides the foundation of a unified metric and, importantly, what-if scenario prediction.
ROI optimization
With a clear view of the interacting sales effects of paid and un-paid media in your campaigns, diminishing returns analysis and the ability to test what-if scenarios, the optimal media mix and spend can be determined.
Atapa™ is transparent, it gives you independent control, and it helps you develop your intellectual property within a product category. It also reduces the cost of customer acquisition and retention by signposting improvements in the effectiveness of communications spend.
