The Reach-Frequency Dilemma

Marketers are under growing pressure to demonstrate business impact while operating in an increasingly fragmented media ecosystem. Meanwhile, marketers themselves say their confidence in marketing measurement has stagnated, with many finding their teams' impact being questioned and budgets under scrutiny. It’s no wonder 67% said ‘proving incremental ROI’ is their leading challenge.

Against this backdrop and the need to drive growth, marketing leaders face a growing optimisation challenge: Should incremental media investment be used to reach more consumers or increase exposure among consumers already reached?

Marketing mix modelling (MMM) has long been a key pillar of effective measurement. And while these models are highly effective at measuring channel contribution at the macro level, most do not reveal whether future growth is more likely to be driven by increased reach, greater frequency or a balance between the two. This leaves marketers with crucial pieces of the jigsaw missing, and consequently, media budgets and channel strategies are guided by an incomplete picture of performance.

In this whitepaper, we explore how TransUnion MMM addresses this gap with advanced modelling to identify and quantify the impact of reach and frequency and the point of optimal and diminishing returns. Discover how this approach is supporting our clients to turn insight into action, optimise media budget allocation and maximise return on marketing spend, optimising media budget allocation and maximising return on marketing spend.