Applying a delta opportunity index to paid media budget planning

Roger Kamena and Jean-François Renaud
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Roger Kamena: Vice-President of Data Science and Technology, Adviso Conseil Inc., Canada

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 4, issue 4, 342-354

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.

Keywords: marketing ROI; paid media; forecasting; media planning; analytics; digital advertising; search engine marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2019:v:4:i:4:p:342-354

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