Making Science Launches OptiPhi to Optimise Media Spend
Beyond measurement, OptiPhi automatically activates insights to optimise media spend.
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Making Science, a technology and marketing company specialising in digital business acceleration, has launched its new technology solution, OptiPhi. This end-to-end platform allows advertisers to measure the impact of their campaigns and automatically manage their media spend to drive sales.
The tool is based on a continuous measurement and optimisation approach that combines different methodologies to provide a holistic view of campaign performance. In addition, through Marketing Mix Modeling (MMM), OptiPhi analyses the impact of marketing strategies on sales, allowing advertisers to understand the return on investment (ROI) of each channel and optimize their budget more efficiently.
Its artificial intelligence-based attribution system adjusts the distribution of media spend in real-time, identifying the optimal channel mix without compromising user privacy. The platform also incorporates experimentation capabilities, allowing new growth opportunities to be evaluated through controlled testing and actionable data to improve strategy.
Beyond measurement, OptiPhi automatically activates these insights to optimise media spend. The platform adjusts budget allocation based on results and provides detailed incremental sales reports in real-time. With this automation, advertisers can make strategic, data-driven decisions more agilely and effectively.
‘The increasing fragmentation of the advertising ecosystem and restrictions on data access due to privacy regulations have transformed the digital marketing landscape. In this context, OptiPhi was created in response to the need for advertisers to make strategic, data-driven decisions in an increasingly complex environment. This comprehensive platform goes beyond measurement and enables real-time optimization of media spend, ensuring efficiency and scalability,’ said Brad Beiter, SVP Client Services & Delivery US at Making Science.
With this launch, Making Science reinforces its commitment to innovation in marketing technology, providing tools that help brands maximise the impact of their strategies in a constantly evolving ecosystem.
