"Half the money I spend on advertising is wasted; the problem is, I don’t know which half."
This quote by John Wanamaker from the last century reflects a long-standing concern for advertisers and investors in advertising.
Over time, the first guiding tools emerged through statistical models, followed by attribution analysis with the rise of digital marketing. However, while both approaches provide valuable insights, they also reveal strengths and limitations, often complementing each other.
More recently, artificial intelligence has introduced new optimization possibilities but with a significant challenge: its tendency to prioritize a single parameter while overlooking other critical variables essential for a comprehensive performance evaluation.
Recognizing this, Merkle Italia and Gianni Versace developed a breakthrough approach that combines both methodologies synergistically. By leveraging advanced technologies, they created an innovative, comprehensive, and granular model. This method allows for media investments to be optimized with an integrated view of the entire funnel, ensuring more accurate and strategic measurement of advertising impact.