I have now mentioned DecisionPower's AdPlanit a number of times. It is based on methods that some of the largest and most sophisticated companies use to plan their media. Still an early beta, this is a really remarkable capability which you can test free for yourself online. Ken Karakotsios informs me that his team have now added two new capabilities to the beta:
1. Plan improvement Suggestions: For any plan, whether input by you or auto-generated by AdPlanit, you can now request advice on how to improve that plan. AdPlanit will generate specific advice and, if you choose, automatically implement that advice in a copy of your plan, test the modified plan, and tell you the results. Are there ways your current advertising can be improved? Try AdPlanit and find out!
2. Closing the loop: Sure, awareness and persuasion are interesting, but what everyone wants to know is, “How much will I sell?” Now AdPlanit can estimate this. All you need to do is add a little information about how much you spent on advertising in the past, and what the results were. AdPlanit uses this information to tune the simulation to your specific business. Now you can find out the return on investment for that idea you have…
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