Smarter Marketing Decisions Start with Experiments

How the Feedback Loop Works

Bimodal’s in-platform feedback loop approach to Marketing Science Experimentation empowers teams to refine and validate their marketing strategies. It highlights the next incrementality tests your team should run to improve and confirm model accuracy. Brands like Koala, Hnry, and agencies like Oodle have unlocked higher ROI through Bimodal’s iterative experimentation and marketing mix model (MMM) framework.

The Five-Step Feedback Loop

1. Live Data Feed: Ingest real-time data, including PPC, offline spot reports, media schedules, conversions, and exogenous data.
2. Validate Experiments: Automatically assess past campaigns for valid experiments and instantly analyze new ones.
3. Build MMMs: Bimodal’s data scientists or your in-house team (with our assistance) create your MMMs.
4. Experiment Recommendations: Generate market test reports with parameters for statistically significant experiments.
5. Run Campaigns: Use marketing science-optimized media budgets to validate and improve your marketing mix models.

This process proves the impact of each channel within your media mix, ensuring precise, data-driven decisions.

The Value of Marketing Science

As marketing science evolves, organizations are gaining deeper insights into how various components interact. Deloitte’s 2021 study combined MMM with Conversion Lift Experiments (CLE), achieving over 20% uplift in Facebook ROAS by using CLE to calibrate MMM. Harvard Business Review echoed these findings in 2023, noting that calibration via ad experiments corrected MMM-based ROAS estimates by an average of 15%.

‍

However, there’s still a gap in adoption. Meta’s Peter Buckley observed during the 2024 IPA Effectiveness Awards that “most MMM analyses were not backed up with experimentation.” This gap presents a major opportunity for savvy businesses to gain a competitive edge by adopting rigorous feedback loops, like Bimodal’s.

‍

Google’s 2024 Modern Measurement Playbook also recommends combining incrementality experiments, attribution, and MMM to “power decision-making with accurate proof of investment and drive business growth.” At Bimodal, we couldn’t agree more.

‍

‍

Full-Service Support for Marketing Science

Bimodal is more than a platform—it’s a comprehensive service designed to drive your success:

• Data Clean-Up and Ingestion: We handle all data standardization and ingestion, ensuring consistency.
• Live Media Dashboard: Drill down into every dollar of your media spend for real-time insights.
• Expert Onboarding: Data scientists work with your historical data to establish baselines and validate channel impacts.
• Custom MMMs: Build models for every funnel stage with recommendations for exogenous data integration.
• Budget Optimization: Scenario planning and diminishing return insights improve with each experiment.
• Experiment Execution: Guidance on geo-holdouts and uplift test experiments tailored to your media plan.
• Flexible Contracts: No lock-in contracts after completing two successful experiments, with a maximum initial term of six months.
• Data Ownership: Export cleaned and standardized data, along with experiment results, at any time.

Why It Works

Bimodal’s iterative feedback loop combines data-driven insights, robust experimentation, and actionable recommendations. By integrating MMM with incrementality testing, we help businesses:

• Validate their media strategies with confidence.
• Optimize budgets to eliminate waste and maximize ROI.
• Maintain agility in the face of market changes.

Conclusion: Turning Insights into Action

In today’s competitive landscape, marketing teams need more than just data—they need actionable insights to stay ahead. Bimodal’s feedback loop approach provides the clarity and confidence to make smarter, faster decisions.

Ready to transform your marketing strategy? Join leading brands like Koala and Hnry in leveraging Bimodal’s tools and expertise to unlock your marketing potential.

‍