Ohal has been at the cutting edge of Marketing Mix Modelling since its beginnings 40 years ago, with recent developments seeing Agent Based Simulation applied in the measurement and planning of media campaigns.
Modern media campaigns do not rely on one media, but use integrated strategies to reach individuals.
The optimal mix of media can be challenging with different individuals having different lifestyles and consuming different media at different rates. Agent Based Simulation allows measurement, planning and optimisation of integrated campaigns.
Our method of Agent Based Simulation takes low level, individual detail, allowing us to set agents with real life cross-media consumption and characteristics. Simulations are carried out with agents consuming media as it has been planned, and the best simulation is the one that is the closest to the real, measured world (sales for example).
With an understanding of how real world media is being consumed we can test different scenarios and forecast sales or response. We can also work backwards to optimise a campaign in terms of spend across channels, phasing and cross-media synergies.