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Real-time econometric creative decisioning
Imodium
Agency: UM
In a global media first, we created a new real time econometric creative decisioning tool that fused Imodium-owned data with external real-time data sets. The new tool, Compass Connect, would use econometrics to predict with a high degree of probability how the category would shift and what level of investment should be spent on each creative.
Compass Connect has been a huge success, correctly adjusting live campaigns, by activating against the right data signals, with the right creative message, to capture the attention of lapsed category buyers, resulting in significant growth and ROI for Imodium.