Imagine trying to measure your Marketing ROI with a few models, while there’s multiple media channels and campaign items at play.
Moreover, the media mix and campaign items include some variation over time, and you have aggregated data at your disposal. It’s a nightmare trying to get even credible results, let alone accurate insights on granular level.
Now imagine an AI running thousands of models simultaneously, constantly tapping into individual uplifts, cross-media impacts, sales cannibalization and other crucial factors affecting the Marketing ROI.
Hierarchical modeling enables unparalleled granularity with product- and media-level results. Additionally, the high-level results are also far more accurate and reliable due to bottom-up approach (which is practically the only way to get reliable results).