Data & Technology

Publicis Groupe CEE launches The Vault: A cutting-edge tool for precision marketing investment optimization

Publicis Groupe Central & Eastern Europe (CEE) announces the launch of The Vault, an innovative media optimization solution powered by A.I. The Vault leverages advanced econometric models and artificial intelligence algorithms to empower clients to make more informed decisions on allocation of marketing budget, thereby maximizing return on investments and achieving better business results.

A multi-market tool that has been developed across CEE markets’ econometrics, The Vault is designed to bring value for local clients as well as MNC clients of Publicis Groupe in the region. 

The Vault means a consistent approach for marketeers from different industries and across every single CEE market, even for smaller markets that are missing local data will be represented by proxy from the other countries. It brings a real competitive advantage for our clients, local or multi-market, and for us. The Vault is a collaborative effort by teams across Publicis Groupe CEE, a true ‘Power of One’ at work as we say at Publicis, under the leadership of Publicis Groupe Poland’s data and analytics team. The Polish team brought to life an incredible tool that is ready and accessible for all our teams in CEE.

said Maria Tudor, Chief Operating Officer Publicis Groupe CEE.

The Vault is a revolutionary application of new capabilities that have emerged with the development of AI, in the service of specific business and media objectives of our clients. By harnessing innovative machine learning techniques, The Vault analyzes vast datasets encompassing econometric models and key marketing factors crucial to the effectiveness of media activities

explains Joanna Makolądra, Head of Data Analytics at YOTTA.

The Vault offers comprehensive analysis of all factors impacting marketing effectiveness, facilitating precise strategy optimization, and forecasting of campaign outcomes across the diverse markets of the CEE region. This includes considerations such as brand positioning, seasonality, promotion calendars, and cost factors, providing clients with actionable insights tailored to their specific business objectives.

Our clients can now swiftly generate forecasts for short and medium-term sales effects or other business KPIs, at both channel and campaign levels. This enables rapid receipt of precise investment recommendations aligned with various business goals of the brands.

Anna Sakowicz, Chief Data & Analytics Officer at Publicis Groupe Poland, emphasizes the transformative potential of The Vault.

Key features of The Vault include:

  1. Performance Curves Graphs: Interactive graphs showcasing detailed data on parameters like adstock and half-life, facilitating optimal spending level and range determination for each channel.
  2. Planner Functionality: Enables forecasting of incremental KPI growth based on assumed campaign plans and year-round brand activity calendars. This empowers clients to compare scenarios and select the most ROI-optimal approach.
  3. Optimizer Module: Utilizes AI algorithms to optimize media plans, considering a range of mathematical and business aspects. This enables automated creation of campaign plans optimized for maximum KPI attainment within specified budgets, alongside budget level recommendations for individual channels and entire campaigns.

The Vault will be implemented and utilized by Publicis Groupe CEE teams to support their clients’ campaigns across the region.

View the video introduction here.