i4i Launches Affordable Media Analytics Approach

US-based data modeling and analytics provider in4mation insights (i4i) has launched an approach called i4iFASTMIX, which claims to deliver metrics for media planning at a lower cost and 'much faster' than typical analytics solutions.

The firm offers expertise in econometrics and the practical application of hierarchical Bayesian models to solve marketing and optimization challenges. The new i4iFASTMIX is designed to support brands with annual media spending starting at $5m, and organizations with limited or no prior experience of media mix modeling (MMM), but with at least two years of data history.

According to the company, i4iFASTMIX delivers KPI results within five weeks from receipt of all data, with measures of their effectiveness and recommendations for better spending on consumer media channels bought and executed at the national level. In addition, the approach provides a simulation tool for 'what if?' scenario analysis.

Co-founder Mark Garratt (pictured) comments: 'Because of the complexity of modern media and the growth of multiple touchpoints, MMM has been a heavy lift for smaller advertisers, or any brand that still needs timely, straightforward, and unambiguous topline KPIs for optimizing media investments. Recognizing this underserved area in media analytics, we set ourselves the task of creating a solution and the result is i4iFASTMIX'.

Web site: www.in4ins.com .