“Most marketers struggle to gain actionable insights from traditional media-mix models. These models are backward-looking, imprecise and therefore do not allow marketers to make in-the-moment media spend adjustments to live campaigns. To overcome the shortcomings of traditional mix models, marketers at Regions Bank adopted a person-level, unified measurement model for media-mix optimization. The new system uses rich, user level data integration (such as geo-location and social graph data) to predict purchase propensity and enables more precise message targeting in real-time. As a result, marketers at Regions can undertake faster and more precise media spend optimization leading to improved marketing ROIs from campaigns.”