Marketing Effectiveness: Why media isn’t just buying anymore

Marketing effectiveness: Why your data foundation matters more than ever 

You've just finished presenting your Q4 media performance. The CMO asks one question: "But did it actually drive sales?" Without the right measurement framework, you're left connecting dots that should already be connected. 

This is the reality for most marketers today. You can have the sharpest targeting, the most efficient media plan and flawless execution, but if you can't connect your media investment to business outcomes, you're flying blind. 

It's a fundamental shift from executing campaigns to driving measurable results. And it requires a completely different approach to how media is managed, measured, and optimised. This isn't just our perspective, as Harvard Business Review notes, outcome-driven models like Marketing Mix Modelling are becoming the new gold standard for ad measurement. 

Now, through our partnership with Alviss AI: You can finally connect every media dollar to real business outcomes - automatically. 

The warning signs of measurement gaps 

If you're part of a marketing team managing significant media spend, you might recognise these symptoms:

• Your media reports show great CPMs, but sales are flat 

• Different teams report different ROI for the same campaign 

• You're drowning in dashboards but starving for insights 

• Basic questions like "What's our optimal channel mix?" take weeks to answer 

• You know something's working, but you can't prove what or why 

Sounds familiar? You're not alone. 

Why traditional measurement falls short 

Most marketers stop at media KPIs. Impressions delivered? Check. Target audience reached? Check. But these metrics tell a one-sided story: what happened, not what was achieved. 

At Global Media Platform, we give marketers the foundation to control their media data, to measure and optimise media performance across every channel. Now, through our partnership with Alviss AI, we're adding a powerful new measurement layer: the ability to connect media activity directly to business impact through AI-powered Marketing Mix Modelling (MMM). 

Together, we make it possible to manage inputs, measure outputs, and optimise for real-world outcomes. 

The complete marketing effectiveness loop: how it works 

Here's how the integration creates end-to-end measurement that works: 

• Input: GMP captures and helps you improve media investments across all channels in all markets 

• Output: GMP gives you full transparency into media delivery, cost and quality, so you know exactly what you're getting for your investment 

• Impact: Alviss AI models how those activities drive sales lift, market share gains, and customer retention 

• Applied Learnings: GMP transforms those insights into actionable Planning Principles that become guardrails for future campaigns, creating a continuous improvement loop 

With GMP & Alviss, you're not just saying, 'This campaign was efficient.' You're able to say, 'This campaign worked and here's how it contributed to our bottom line.' And better yet, you can embed those insights into your planning process as guardrails to continuously improve your performance. - Jakob Kalkar, CPO Global Media Platform

Why your data foundation matters 

Think about it: MMM is only as smart as the data you feed it. Most MMM projects fail before they start, not because the math is wrong, but because the data is a mess. 

Marketing Mix Modelling requires large volumes of clean, historical data across multiple channels, time periods, and markets. It needs shared naming conventions, consistent structures, and a taxonomy that enables pattern recognition. That's where most MMM projects stall. 

With GMP, it isn't. 

We've already done the heavy lifting, ingesting and structuring your media data so it's ready for modelling. No scrambling to collect old campaign data from agency partners. No reconciling Excel sheets with conflicting formats. No misaligned naming conventions that derail the entire project. 

Just clean, usable data ready to deliver predictive insights. 

Real-world example: 

Before: "Our social campaign had great engagement!" 

After: "Our social campaign drove 15% of incremental sales, with diminishing returns after $50K spend" 

What happens when you finally have the right data? 

Once the data foundation is in place, you can stop looking in the rearview mirror and start asking the important forward-looking business questions: What's actually driving results? Where should we invest more or pull back? What if we shifted budget between channels or markets? 

That's where Alviss AI comes in. Using the structured data in GMP, Alviss builds powerful predictive models that let you simulate a wide range of future outcomes. You can model for: 

• Which channel combinations multiply your impact—and which are cannibalising each other 

• How seasonality and market shifts affect your media effectiveness 

• Where you'll hit diminishing returns on your budget 

• The real contribution of brand vs. performance marketing to your bottom line 

  
  

Unlike traditional models that give you one answer, Alviss shows you a range of likely outcomes because the real world isn't that simple. You'll see not just what might happen, but how confident you can be in each scenario. 

Redefining what media management means 

Media is no longer just an executional function; it's becoming a core lever of business growth. 

Where it was once treated as a tactical buy, media today sits at the intersection of brand, performance, and innovation. It drives topline impact and increasingly overlaps with data strategy and AI. As a result, leading marketers aren't just optimising CPMs they're rethinking how media is managed altogether. 

That's exactly what GMP and Alviss AI enable: a shift from fragmented reporting to a unified, strategic view of media. One where delivery, cost, and quality are tracked in real time and tied directly to business outcomes through Marketing Mix Modelling. 

But it doesn't just stop at measurement. It's about creating a smarter feedback loop where campaign data powers better decisions, and those decisions lead to more effective investment. For advertisers looking to build internal capability, improve control and bring media and measurement closer together, this is the foundation. 

Stop measuring media in silos. Start measuring business impact. 

Let us show you how GMP + Alviss AI transforms your measurement from backward-looking reports to forward-looking intelligence. 

Get in touch to see it in action. 👇