Publicis Media India launched Markriti, a machine-learning-based Marketing Mix Modeling (MMM) tool for brand managers and CMOs. From what is understood, it is powered by Meta Open Source and features an interactive interface. Reportedly, Markriti provides integrated ROI measurement across multiple marketing channels, allowing marketers to optimise campaigns before launch.
“With Markriti, we aim to empower marketers by supporting them from inception and ideation to execution and measuring impact. We also empower Data Scientists with a cloud computing solution and a UI that gives them flexibility in hyperparameter tuning,” Rajiv Gopinath, chief solutions officer, Publicis Media India, said.
According to the company, Markriti builds on its open-source foundation from Robyn and offers a low-code workflow that simplifies the MMM process. From what is understood, Dabur recently used Markriti in Karnataka to address brand growth and ROI challenges, creating a Marketing Mix Model (MMM) that quantified ROI, optimised their budget, and improved overall return on ad spend.
“Publicis Media India has been our analytics partner since 2015. Every year, they bring something new to the table regarding analytics. The Markriti innovation is a great initiative and it’s great to have a partner thinking about driving our business goals. It was used for the Karnataka MMM this year,” Rajiv Dubey, vice president, head of media and brand activation, Dabur India, added.