COMPASS, developed by YOTTA, a consulting and implementation agency operating in the data and technology sector and part of Publicis Groupe, is now available as an app for semi-automated Marketing Mix Modeling (MMM) analyses. This new analytical tool, based on Google Meridian and Google Cloud Platform, significantly accelerates the analysis and optimization of marketing communications.
COMPASS (Cloud Open-Source MMM Platform, Architecture, Software and Service) automates key stages of the modeling process, eliminating the need for clients to possess advanced programming or analytical skills. Utilizing Google Meridian and Google Cloud Platform allows for the parallel computation of up to 1,000 econometric models, significantly enhancing the scalability of the process and enabling the comparison of various communication scenarios and parameters. A distinctive feature of COMPASS is a special algorithm developed at YOTTA, which selects the single most efficient model from many available options, both analytically and in business terms.
“As the only company in Poland and one of the few globally, we are a certified Google Meridian partner, which confirms our high competence in this field. COMPASS leverages advanced Machine Learning algorithms and a unique Gen AI language model, developed by YOTTA analysts based on years of MMM experience, to generate precise and accurate business recommendations” – says Anna Sakowicz, General Manager of YOTTA and Chief Data & Analytics Officer at Publicis Groupe.
The automation of many modeling components, consistently executed within the COMPASS solution, significantly reduces the time required for Marketing Mix Modeling projects. It also allows for their regular updates, supporting our clients in making data-driven decisions more swiftly and enhancing the precision of media activity efficiency measurements.
“The implementation and configuration of the system are carried out with the participation of YOTTA experts, who tailor the infrastructure to the specific client’s objectives. Although the interpretation of results has been partially automated, YOTTA specialists provide additional advisory support during the analysis and implementation of recommendations. COMPASS not only enhances the efficiency of marketing teams but also offers real added value by combining modern technology with the experience and expertise of the specialists responsible for the development of the solution” – adds Łukasz Pytlewski, Data Analytics Director at YOTTA.
The tool is designed for marketers, their internal analytics teams, media agency teams they collaborate with, and marketing specialists. COMPASS can be deployed on either the client’s or YOTTA’s infrastructure. The implementation process takes just a month, and model updates, along with consultations with the media team, take only five business days.
