Pixery
Implementing media mix modeling to achieve a holistic view of marketing spend and assess the efficacy of platforms
The objective
Finding the right solutions to measure marketing effectiveness
Pixery (formerly known as AVCR) is a global tech company that builds innovative, video-focused apps for next-generation mobile creatives. Some of Pixery's apps include Funimate, Clone AI and Impresso.
Pixery wanted to assess the capability of TikTok in promoting Clone AI. However, due to evolving privacy regulations, the effectiveness of the Mobile Measurement Platform's (MMP) attribution model is diminishing leading to undervaluation of entertainment video platforms like TikTok in most cases. Therefore, Pixery needed a solution to help effectively measure marketing effectiveness across platforms and determine the actual impact of Clone AI's performance campaigns.
The solution
Enhancing the measurement stack with media mix modeling
Pixery looked to MetricWorks to adopt advanced measurement solutions like media mix modeling (MMM) to measure and quantify the impact of various activities, including TikTok marketing.
MMM is a privacy-friendly, highly resilient, data-driven statistical analysis that quantifies the incremental sales impact and ROI of marketing and non-marketing activities. It is a holistic model used to understand how to allocate a marketing budget across marketing channels, products, and regions. It can also help forecast the impact of future events or campaigns.
MMM is not only useful in proving the value of platforms like TikTok, but is also essential for measuring performance campaigns accurately under the current regulations.
The results
Demonstrating the true value of platforms like TikTok
By applying MMM to Pixery's investment in TikTok, Pixery was able to gain insights into the effectiveness of its TikTok marketing efforts for Clone AI, and make informed decisions about the allocation of its marketing budget. This study also helped Pixery to understand and resolve the complexity of misattribution that had been brought forward by SKAN.
Through MMM, Pixery found that investing in TikTok was 3 times more effective than Platform 1, and 10 times more effective than Platform 2. This proves that investing in TikTok generates actual ROI, enabling Pixery to allocate more marketing funds toward TikTok for Clone AI's future campaigns.
Integrating TikTok and MetricWorks into Pixery's strategy for our CloneAI app has provided us with a clear perspective on TikTok's advertising potential. The MMM analysis confirms TikTok as a valuable component of our media mix, with a notable edge in engaging our target audience effectively. It stands out, not just for its innovative platform but also for its quantifiable impact on our marketing efforts. We're encouraged by the data-driven proof of TikTok's performance and are keen to optimize our future campaigns to harness its full potential.