Nederlands 
English This is how we analyse the results of your media budget
A marketing model should do more than produce an interesting insight at the first delivery. It also has to stay useful when campaigns change, new sales data comes in and the market develops differently than expected. That is why Datafy works with an implementation followed by a recurring cycle of analysis, forecasting and evaluation.
Five phases. One clear agreement per phase.
No open ends: every phase has a concrete result and a moment where you validate whether we continue.
Defining what you want to know
We discuss which business decisions the model needs to support, which KPIs are relevant and which brands, markets and channels are included. This prevents a technically sound model from answering the wrong question.
Collecting and connecting data
We bring together media data, sales figures and relevant external factors. In doing so, we check whether the data is complete and comparable enough to build reliable analyses on.
Building and testing the model
The model is developed and validated on the available historical data. We discuss how well it explains the known outcomes and how it performs when it forecasts on data that was not used to build the model.
Using the platform in practice
Your team learns how to interpret attribution, sensitivity analyses and scenarios. We pay attention to uncertainty, because a model outcome always has to be assessed in the context of how your business runs.
Continuous evaluation
New data and realised results are used to assess earlier expectations. That way the model keeps supporting recurring decisions and does not end up as a one-off report.
Prefer proof first? Start with a Proof of Value.
Large organisations are reluctant to commit to a multi-year licence on the basis of a demo, and they do not have to. The Proof of Value is a defined project with a fixed price and a fixed end date: we build the model on your own history and test it against your realised revenue. The final report shows what the model explains, what it predicts and where your budget sits suboptimally today. After that you decide on the licence. If you continue, the Proof of Value is deducted.
Less than you think.
Access to your data
Sales or lead figures and your media costs. A history of at least two years gives the model seasonal patterns to build on.
One point of contact
A marketer or analyst who knows the business questions. On average a few hours a week during implementation, after that steering on the weekly recommendation.
Your media agency can take part
Agencies deliver the broadcast schedules and cost data directly to the pipeline. Datafy calculates independently, the agency simply remains your execution partner.
Want to see how this looks for your data landscape?
In a 30 minute demo we walk through the process using your channels and KPIs, including an honest estimate of the lead time.