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Applying a delta opportunity index to paid media budget planning

Author

Listed:
  • Kamena, Roger

    (Vice-President of Data Science and Technology, Adviso Conseil Inc., Canada)

  • Renaud, Jean-François

Abstract

This paper addresses the problem of paid media budgeting and forecasting using a data-driven approach. As there is no specific analytic framework to estimate advertising investment, such calculations tend to be ad hoc in nature. This paper presents the delta opportunity index as a potential approach to paid media budgeting. The technique combines internal client analytics data as a proxy for the offer variable and external data such as search engine query volumes as a proxy for the demand variable. From there, the combined data sources are standardised as ratios to enable the calculation of the delta opportunity index. The final output provides a media budget distribution estimate to be used by media planners and marketers.

Suggested Citation

  • Kamena, Roger & Renaud, Jean-François, 2019. "Applying a delta opportunity index to paid media budget planning," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(4), pages 342-354, March.
    • Handle: RePEc:aza:ama000:y:2019:v:4:i:4:p:342-354
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    More about this item

    Keywords

    marketing ROI; paid media; forecasting; media planning; analytics; digital advertising; search engine marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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