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Business Consulting |
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Marketing / PPC Analysis
The Minimax ADvantage™
Minimax has developed a new paradigm for the more effective analysis and evaluation of the performance of a firm's diverse advertising and marketing efforts. Using complex mathematical models, Minimax is able to evaluate the relative effectiveness of various advertising/marketing mediums such as print, radio, television, commission sales, pay-per-click Internet advertising, circulars, and other forms of advertising. Using tools borrowed from modern portfolio analysis, Minimax aggregates those results to evaluate a campaign's true effectiveness and allow clients to create the "optimal portfolio" of advertising/marketing techniques to achieve the maximum possible ROI, net profit, or risk-adjusted net profits (depending on your particular goals).
The Minimax ADvantage™ In Detail
Firms typically run numerous advertising/marketing promotions concurrently and the results of any one promotion are lost in a sea of sales data. With several Ivy League mathematicians and quants on our team, Minimax is able to parse through the data and use methods such as logistic regression, Monte Carlo simulations, discriminant analysis, various nonparametric analyses, TURF Shapley and Thurstone scaling, and various other methodologies to determine the impact of each individual marketing effort. Once the data has been properly analyzed, Minimax is able to apply the Minimax Portfolio Approach to the firm's advertising program and determine the optimal advertising structure.
The Minimax Portfolio Approach
Using sophisticated correlation analysis, Minimax is able to take the timing and cost of various advertising promotions and correlate the resulting sales data (adjusting for seasonality, lag times, intercorrelations, etc.) back to individual advertising/marketing promotions. By doing this, it is possible to view each advertising promotion as an "investment" with it's own individual return and risk (volatility) characteristics. When that investment is analyzed in concert with other such investments, the optimal advertising "portfolio" can be established, showing the optimal advertising structure for the firm. The firm's budget can then be applied to the results to determine anticipated sales for the suggested campaign and for different levels of spending.
The Minimax Portfolio Approach works particularly well for industries with multiple incentive programs and promotions running concurrently, but it also works well for firms with smaller advertising needs. By following our suggestions, each firm can be assured advertising ROI maximization within its budget.
Our approach works particularly well for firms running PPC campaigns, as we can then treat each keyword as the "investment" and construct the optimal portfolio of keywords for your PPC campaign, analogous to how we conduct the analysis for firms that use various advertising/marketing media. Our methodology is FAR more advanced than anything currently being used by typical PPC consultants, and we're able to offer this service for a reasonable price to firms interested solely in optimizing their PPC campaign.
For more information on how you can get the Minimax ADvantage for your firm, call or email to discuss your firm and advertising/marketing plan with us, and we'll be happy to discuss how we can help you.
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