New Delhi: Publicis Media India has introduced Markriti, an advanced machine-learning-based Marketing Mix Modeling (MMM) tool designed to enhance the efficiency and effectiveness of marketing strategies across industries. Powered by Meta Open Source and featuring an interactive user interface, Markriti aims to strengthen Publicis Media India’s AI capabilities and improve client servicing.
In today’s competitive landscape, brands are increasingly adopting data-driven approaches to measure return on investment (ROI) and optimize their marketing campaigns. While several campaign measurement tools exist in India, Markriti stands out as a comprehensive integrated MMM solution. It enables marketers to assess ROI across various channels even before launching a campaign, helping them achieve their objectives and optimize budgets.
Markriti builds on the open-source foundation of Robyn but takes it a step further with a user-friendly interface that simplifies the MMM workflow. This low-code solution allows strategists and analysts to engage in modeling and access insightful data in under an hour, freeing Data Scientists to focus on refining models and insights. With capabilities spanning investment analysis, strategy, data performance marketing, and content, Markriti completes Publicis Media India’s suite of offerings, reinforcing the group’s ‘Power of One’ business model.
Rajiv Gopinath, Chief Solutions Officer at Publicis Media India, stated, “In the dynamic marketing landscape influenced by consumer behavior, our clients face challenges in accurately measuring their impact. With Markriti, we empower marketers from inception to execution, providing Data Scientists with flexible cloud solutions and enhanced UI for hyperparameter tuning. We believe Markriti will transform marketing strategies across industries and become the preferred partner for all MMM solutions.”
Specifically tailored for the Indian market, Markriti assists in selecting ad types, hyperparameters, and optimal models, offering step-by-step guidance throughout the modeling process.
Dabur, a long-term partner of Publicis Media India, recently implemented Markriti in the Karnataka market to address brand growth and ROI challenges. The tool successfully quantified ROI, optimized marketing mixes, and provided strategic insights for enhanced efficiency.
Rajiv Dubey, Vice President and Head of Media & Brand Activation at Dabur India, remarked, “Publicis Media India has been our analytics partner since 2015, consistently delivering innovative solutions. The introduction of Markriti is a fantastic initiative that aligns with our business goals.”
Augustus Daniel, Head of Marketing for Oral Care at Dabur India, added, “We’ve benefited from Publicis Media India’s MMM services for a while, and Markriti has modernized our approach. This powerful tool leverages the Meta Open Source library Robyn, showcasing the best in industry capabilities. We look forward to further innovations from Publicis Media India.”
Markriti is designed as a high-performance model that operates on low computing resources and runs efficiently in the cloud, making it accessible across various devices and teams. With contributions from Publicis Media India’s talented developers, Markriti simplifies the MMM process, making this powerful strategy available to businesses of all sizes.
