Multi-Touch Attribution (MTA) MTA is a method that looks at the touchpoints of individual users to predict their next action. It’s a popular approach among digital-first companies because it is easy to track activities on their own web properties. However, MTA is also incomplete, as it doesn’t account for real-world marketing channels and the impact of external factors like economic conditions, competition, or seasonality. Additionally, it requires high-quality data, which can be challenging to obtain.

Marketing Mix Modeling (MMM) MMM is a statistical approach that analyzes sales and marketing data to forecast the impact of future tactics based on historical data It is typically leveraged on upper funnel activities, aiming to quantify the impact of marketing activities. However, MMM can be slow to update and cannot consider factors outside marketers’ control nor handle the complexity of the drivers of consumer behavior.

Commercial Analytics is a multi-dimensional statistical model that measures marketing, business, and external data to produce compelling growth plans with measurable results. It sheds light on every business driver’s contribution to growth, including marketing, product, customer, retail, and operational and financial data. It also considers external factors like economic, category, seasonality, and competition, providing companies with a single source of truth about everything affecting their business.

Commercial Analytics is our solution. It’s what we provide to customers. It’s tangible. It helps businesses make decisions across the enterprise.

It helps marketers plan for different scenarios, optimize campaigns and formats, and measure marketing’s impact on revenue against all internal and external factors. It represents the full commercial landscape as data to break down silos and provide actionable insights.

We do this via our platform, GPS-E, supplemented with our 20+ years of data accumulated in our ROI Genome, cutting edge technology, sophisticated data science techniques and talented team that work with clients to surface insights and support behavior change. Commercial analytics helps finance teams forecast and budget. It helps product teams plan product launches. It helps retail teams plan retail channel strategies. It helps operational teams plan for inventory challenges.

Commercial Intelligence is the output of our solution. It’s the market category. It’s the intelligence that brands can use to make decisions that are more effective and add more value and to drive growth.