The media world is being flipped on its head. Marketers are evolving to an “audience to offer” approach as opposed to the traditional “offer to audience”. Planning and strategy that start with the customer is a shift that leading marketers are making to gain sustainable competitive advantage.
Integrated Media Optimization Framework
Integrated Media Optimization (IMO) is a process that maximizes the impact of media through the analytically driven integration of three critical and distinct toolsets:
Media Mix Optimization
Media Vehicle Optimization
Even organizations that do these three things effectively still face a significant challenge in integrating these functions to maximize results. IMO is enabled through a robust attribution framework that creates a closed loop learning system to maximize customer value.