Continuous Data Updates

When we build a Marketing Mix Model with a client, the first results always matter a lot. You can see for the first time which channels really drive revenue, where spend has hit saturation, and what the next quarter could look like. But markets don't stand still. Media costs change, competitors move, promotions come and go. A model that described your business well six months ago slowly drifts away from where you are today.

We kept hearing the same question from our clients: "How do we keep this up to date without starting over every time?" Today I'm happy to share our answer.

Introducing Continuous Data Updates

Continuous Data Updates is our new always-on service. Once a month, you send us new data. We run it through our Analytical Alley media optimization platform, and the updated results appear in the Analytical Alley platform. It's that simple.

In numbers:

Fresh results every month

Within two working days of getting your data, we run the new month through your current model. Contributions, channel ROIs, saturation curves and the forecast all move forward. Your newest report always shows what drove your business in the previous month, so decisions rest on current evidence and not on last year's picture.

One data drop a month

You send spend, impressions, revenue, price and promotion data, either through automatic reports or the template we agree at the start, in the same format each month. We take care of everything after that.

Accuracy you can check

We think you should never have to take a model's quality on trust. Every month we compare the model's prediction with your actual KPI and send you a one-page drift report. Our standard is over 90% accuracy for the month. If a month falls below that, we'll tell you openly that the model needs re-modelling. Whether to go ahead is always your decision.

Already working with us?

If we've already built a model for you, it can move to monthly updates without starting from scratch. Your existing model simply becomes the foundation for continuous updates.

Let's talk

I believe the best marketing decisions come from data that is current, transparent and easy to trust. Continuous Data Updates is our way of making sure your model stays useful long after the first report.

If you'd like to see how this could work for your business, book a call with our team. We'll walk you through the process and help you find the package that fits your needs.

Warm regards,

Tanel Rebane

CEO, Analytical Alley