Bloom debuts new service
By Derek Winkler
Montreal-based digital agency Bloom has launched a new service called Polaris. It that allows clients to conduct media mix modeling, described by the firm as a way to measure the impact of marketing campaigns and determine how various channels contribute to their objectives. The service was developed in-house by Bloom's data analytics staff.
“Polaris uses principles similar to those used in finance, where data points are used to model and predict outcomes,” said Franz Fontaine, vice-president of strategy at Bloom. “In media, we also work with large variations in values and must combine information from different sources. We can also apply principles like discounting cash flows and adjusting rates or weights based on different returns. Polaris takes the best aspects of these models and adapts them to the unique characteristics of media assets.”