Google Cortex Framework helps Mars Wrigley With agile media
In agile media trials, Mars Wrigley monitors sales boost using EPAM and Google Cortex Framework. Consumer packaged goods brands invest heavily in advertising to boost brand loyalty and sales. Campaigns are often optimised by tracking media-in-progress data against methods like audience targeting. Since most transactions are made in person, it's hard to link media sales to target audiences when ads are running.
Mars Wrigley's gold standard key performance indicator KPI for advertising success, incremental sales, is not associated with “total ad sales,” which many solutions employ. How can you tell whether your advertising expenditure is working when improving in-flight campaigns? Mars Wrigley is using EPAM and the Google Cortex Framework to provide an agile way for accurately measuring in-flight audience efficacy based on incremental sales.
Use Cortex to Maximise Client Digital Advertising Investments
Global advertising spending will top $1 trillion in 2024. By 2029, digitalisation will reach 69% and 85%. Digital advertising is being significantly disrupted, so deciding where to invest is more crucial than ever to make the right decisions for your brand. EPAM helps businesses link marketing and sales data to better corporate performance. That means what? Google Cloud helps marketers understand and maximise media spending. It does this by making relevant data available, converting it into useful information, providing insights, and highlighting company-supported KPIs.
Mars Wrigley method
Mars Wrigley: Connecting data to audience insights Mars Wrigley chose to analyse its own data after examining several choices. This material was scattered throughout media and retail outlets. The company used Google Cortex Framework, which uses pre-built data connectors and standardised data models to quickly integrate media data from YouTube with retailer sales data, to create a unified view of ad impact in BigQuery. Mars Wrigley can now see how audience targeting methods in its media investments are increasing sales across key consumer groups by integrating data in BigQuery and using built-in data science tools like BQML. Geo-targeted control and audience testing in Designated Market Areas (DMAs) may be achieved by selecting businesses with similar sales tendencies. Mars Wrigley may split its viewers into different groups with control groups to test and track advertising performance in real time to maximum sales lift.
Google Cloud Cortex Framework
The Google Cortex Framework accelerates perceptions and judgements. Accelerated access to an AI-enabled data core helps Mars Wrigley succeed in media. Google Cortex Framework provides instant insights with its pre-made and flexible analytics content and simple integration with Google Ads, YouTube, TikTok, Meta, and more.
Previously, it had problems gauging audience performance in flight. Google Cloud Google Cortex Framework found the solution in internal data. It partnered with EPAM Systems to use internal data sources and experiment based on real sales lift. This allowed us to make critical data-driven decisions and addressed a tool portfolio measurement gap.
By implementing the Google Cortex Framework, Mars Wrigley is improving its media sales knowledge and enabling a more data-driven and adaptable consumer packaged products marketing approach. This method has these primary benefits: Agile hypothesis testing With insights in-house, testing hypotheses and adjusting approaches is much faster. Scalability The design enables adding retail clients and media investment data easy. Versatility Mars Wrigley may utilise Google Cortex Framework for audience testing, shopper media, media formats, and content variations.
