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Work Desk

Mevo:
The SaaS platform for planning, measurement, reporting and insights.

PHASE ONE

Data Collection & Ingestion

Predict user-level journeys using three sources of aggregate and/or person-level data. 

CONNECT AND INGEST MEDIA DATA AND KPIs

We work with you to securely bring together all your marketing data, without the need for site tags, and define target KPIs to track against. 

VALIDATE, CLEANSE AND NORMALISE

The 3 data types; marketing data, demographic data and KPI data are automatically validated, cleansed and normalised.

PHASE TWO

Modelling & Measurement

Next, two unique AI algorithms are applied to your data to complete the picture. 

 

EXPOSURE AI

Exposure AI predicts the missing exposures. In other words, it fills in the gaps to understand what users saw (exposure data) and who they are (demographic data).

MEASUREMENT AI

Once we have user-level journeys, we measure the impact of each marketing tactic to show how exposures drove the consumer decision. 

PHASES THREE

Analyse & Optimise

Finally, the Optimisation AI combines the results of the Measurement AI and Exposure AI algorithms to simulate and optimise you media budget. 

CUSTOMISE

Customise and configure media budgets at tactical and strategic levels. 

SIMULATE

The Exposure AI algorithm gives unique insights, factoring in customer reach, frequency, diminishing returns and media interactions. 

OPTIMISE 

Proprietary Optimisation Engine processes hundreds of thousands of placements in minutes.  

DECIDE

Intuitive UI surfaces actionable recommendations across all media types and tactics so you can plan with confidence. 

Mevo Approach Summary

Mevo's approach and utility is for media measurement, optimisation and scenario planning (forecasting prescriptive media optimisation) recommendations at the most atomic (granular) level depending upon customer data availability. External factors beyond media incremental impact on KPI (e.g. sales, bookings, web activity, brand love, etc.) are accounted for in the baseline. Data sets used for Mevo's approach are sufficiently large (millions of rows) that parameters of inference are significant at >95% even after adjusting critical values.

The Mevo Platform is inherently a testing and experimentation platform with Generative Attribution. All model training is based on the latest media, spend, impression, and conversion behavior, and custom labels enable breakout by campaign or testing deployment. An advertiser merely needs to label or otherwise track treatment vs control to be able to view experimental results in Mevo. Experiments require only 1 week of data, and as little as £10,000 of spend. Testing results are used in every optimisation in the 'Scenario Planner' application, where advertisers can compare baseline to optimization results. Experimental results are also available in the 'Media Reporting' application. Bayesian updating is the foundational aspect of Mevo's model training to incorporate all previous testing results into each model for measurement.

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