Nederlands 
English Your own model, an agency
or a specialised platform?
No single solution is the best choice for every organisation. The choice depends on the questions you want to answer, the amount of data available, your media budget and the expertise you have in house.
Three routes side by side
| DatafyPredictive analytics platform | Build it yourselfRobyn / Meridian + your own team | Agency / consultancyOne-off MMM study | |
|---|---|---|---|
| First validated insights | After implementation and the first model validation | Months to a year: building a team, data pipelines and model choices | Months: project lead time per study |
| Updates | Ongoing, as new data comes in | As often as your team runs and maintains it | Per project; a refresh = a new assignment |
| Validation against reality | Built in: every forecast is placed next to the actuals | Set up and monitor yourself | Rarely part of the deliverable |
| Offline media (TV/radio, spot level) | Automated delivery of broadcast schedules | Build your own pipelines per agency format | Manual processing per study |
| Own team required | One point of contact | Data scientists + data engineering, ongoing | Project management per study |
| Independence | No media interest: fixed licence, no % of spend | Independent | If the agency also buys media, it reports on its own work |
| Scenarios & budget advice | Built in, yours to run | Build it yourself | On request, per report |
| Cost structure | Fixed annual licence, no percentage of the media budget | The software costs little; the cost lies in FTEs and lead time | Project fee, recurring with every update |
When do you choose what?
Building it yourself gives control, but requires lasting capacity
With your own model you keep direct control over the methodology and can tailor it to your organisation. Against that stands the effort needed for data integration, model maintenance, validation and translating analyses into concrete decisions.
An agency can offer a lot of insight
A media agency knows your campaigns and can help a great deal with execution and optimisation. At the same time, it is sensible to distinguish between reporting on its own channel performance and an independent assessment of the full media mix.
A specialised platform makes the analysis continuously available
Datafy focuses on combining media data, model outcomes, budget scenarios and recurring validation. That lets you use analyses regularly without starting a separate research project each time.
What does the solution cost in total?
Look at implementation, data requirements, review of the content, maintenance and how quickly an analysis leads to a better decision.