BitBang has been working with marketing data since 2003 and dedicated a team to Data Science as soon as Big Data emerged.

Today, the company leverages its marketing and AI expertise to address the most pressing challenges marketers face:

  • Addressing the increasing complexity of the advertising landscape.
  • Identifying and leveraging combinations of factors that lead to a specific performance uplift.
  • Balancing effectiveness with respect for customer privacy.

UMM is the solution that is gaining the most traction.

It is designed to be user-friendly and can be tailored to each client’s specific context, audience, and needs.

In the face of numerous online and offline touchpoints, cookie deprecation, and a myriad of privacy regulations that vary across countries, the advertising community must relearn how to advertise, sell, and measure outcomes amidst these significant and ongoing disruptions.

At the same time, companies are increasingly expected to prove the value of marketing activities and demonstrate actual profitability. This is especially true for global companies with substantial advertising investments.

The goal is to obtain a precise and reliable 360-degree view of marketing activities and their respective performances, all in accordance with the latest privacy policies.

This approach enables the measurement of incrementality and the impact on sales and business objectives, paving the way for dynamic budget allocation in what-if scenarios.

BitBang’s Unified Marketing Measurement is a comprehensive platform designed to evaluate the impact of marketing activities on brand awareness, sales, and business objectives.

The UMM platform attributes performance effectiveness and recommends the actions needed to achieve desired outcomes.

BitBang’s solution is based on novel econometric approaches that are complemented by multi-touch attribution and further validated through incrementality testing.

Generative Artificial Intelligence is utilized to conduct these advanced analyses and customize them to specific use case, including the generation of synthetic and anonymous data.

Check out the high-level Blueprint of our Solution.

BitBang’s approach is a foundational solution that bootstraps and streamlines the creation of tailored deliverables.

The focus is on designing tools that are carefully crafted to fit our clients’ needs and specific characteristics, particularly for areas like Marketing Measurement and Budget Optimization.

Clients are provided with the latest and most effective skills and technologies, starting with open-source options.

The system provides an overview of how campaigns, media channels, and other activities contribute to sales by analyzing granular historical data.

The insights provided include typical marketing effects such as lag, carry-over, and saturation curves. The system also features what-if modules that simulate budget shifts across channels, helping plan the most profitable allocations. It also includes other experiments like geo-lifts for model validation and calibration.

Rapid and timely full-funnel optimizations can be conducted to obtain recommendations for the optimal budget allocation, ultimately increasing ROI.

The interface is highly visual and features a Natural Language assistant that fosters intuitive execution of complex tasks, such as building what-if scenarios.

BitBang’s UMM enables a continuous and iterative process, and is constantly undergoing fine-tuning as new data is generated and acquired.

  • A composable tool built on the company’s data platform that leverages a combination of open source models and top frameworks, such as Bayesian networks and causal inference.
  • Predictive and prescriptive analyses capable of unlocking AI-based automation for marketing initiatives.
  • Complete ownership and AI transparency.
  • Full compliance with privacy regulations: The system is based on the client’s first party data and aggregated historical datasets that eliminate the need for personally identifiable information (PII).
  • Value-added services, including support and maintenance, are provided for companies at varying levels of AI-readiness.