The Art and Science of Multi-Model Marketing Audiences
Using individual models is effective when it comes to creating high-performance marketing audiences. But it’s when these individual models are combined as the building blocks of multi-model solutions that brands and organizations see the most impressive results in achieving their campaign goals.
When models are combined as the building blocks of a multi-model marketing audience, they can achieve complex, robust campaign goals.
Multi-model solutions benefit from the many different variables, modeling techniques, and strengths of each of the individual models used within it.
A multi-model solution can incorporate as few as two and upwards of 15 individual models depending on the needs of the organization that it’s being built for. For instance, if an organization is looking to both increase response and average order or gift size, the CLEAR and Enhanced models mentioned above could be combined to bring both of those factors into a multi-model solution. Each of the individual models’ strengths are weighted carefully in order to optimize for those metrics. Desired audience size is also an important consideration in multi-model solutions, as the quantity and type of input model can be selected to create depth when needed for larger prospect universes.
Creating the best custom multi-model marketing audience for an individual client is both an art and a science. The science comes in understanding each of the modeling techniques. The art comes in selecting the best individual model combinations. Wiland’s data scientists review each multi-model solution for optimal input model interaction, making sure that each input model’s benefits are being used to their full potential.
Multi-model solutions are ideal for brands and organizations with multifaceted campaign goals that are more complex than what a single, individual model can successfully deliver. Convenient, comprehensive, and easy to test, they are solutions that we find ourselves recommending to our growth-focused clients time and time again.