How Linea used automation to make MMM faster and cost-efficient for Brands of all sizes?
Let's talk about self-driving cars. Self-driving cars operate on a 6-point scale according to SAE International.
- No automation
- Driver assist
- Partial automation - the car monitors the environment
- Conditional automation - driver fallback
- High automation
- Full automation - self-driving
This describes the layers of automation that are needed for a car to be described as Full Self-driving.
How does this relate to MMM measurement?
At Linea, we find that brands are running their marketing measurement on manual with no automation.
Too often, when we talk with Brands, their existing providers offer no automation. This creates a significant time cost & slow time to action from measurement.
5 areas of MMM automation
We urge all brands to think about 5 elements to automate to drive faster, more accurate & always-on MMM measurement:
- Data connectivity
- Results availability
- Model Updates
- Model Build (1st build)
- Implementation (in platforms)
Just like that of a self-driving car, full automation may not drive the best outcome for brands. In some cases, it may not even be possible.
Here at Line,a we would not consider that we are on full automation & are not driving for it. However, we are using automation to maximise the speed of your measurement and significantly improve the time to action. This allows us to also provide fast, cost-effective MMM to brands of all sizes.