Privacy first measurement solutions for business growth
Drive the Full Potential of your Marketing Strategy with Entropy's Unified Measurement
By seamlessly combining Marketing Mix Modeling (MMM) and Incrementality testing into one powerful, centralized view, our solution transforms your data foundation into actionable insights—all streamlined and structured by Entropy.
Enterprise Measurement Solutions Made Simple and Affordable
Entropy is a Marketing Science company. We offer trustworthy privacy-first marketing measurement solutions, products, and services.
Entropy leverages Marketing Mix Modeling (MMM), Experimentation, and Causal Inference to measure and optimize your true ROI. We honor our fiduciary responsibility to maximize your business growth and total enterprise value.
70%
Of Marketers agree that last click is the easiest way to measure but not the most effective one
Source: eMarketer The Last Days of Last Click? 2024
Marketing Mix Modeling
MMM
Entropy uses statistical models, regression analysis and AI to measure Online and Offline Media ROI.
Data Foundation
Whether through Conversions API (cAPI), Platform Reporting, GA, or Adobe—A strong Data Foundation is the key to smarter, real-time day to day decisions
Experiments
MMMs, when accurately calibrated by Experiments and Geo Lifts, allow marketers to understand the saturation curve of each channel and further optimize media spend.
Move from marketing metrics into real business metrics. From leads to true sales, from roas to profit
Entropy focuses on Incremental Growth with a Multifaceted Measurement Approach
Use your data and custom-designed experiments to unravel the Ground Truth. Make effective decisions to find true Incremental Revenue.
61%
Of Marketers have as a priority Better / faster media Mix Modeling
Source: eMarketer Ad Measurement Trends Oct 2024
Marketing Mix Modeling
MMM
Entropy uses statistical models, regression analysis and AI to measure Online and Offline Media ROI.
Data Foundation
Whether through Conversions API (cAPI), Platform Reporting, GA, or Adobe—A strong Data Foundation is the key to smarter, real-time day to day decisions
Experiments
MMMs, when accurately calibrated by Experiments and Geo Lifts, allow marketers to understand the saturation curve of each channel and further optimize media spend.
Move from marketing metrics into real business metrics. From leads to true sales, from roas to profit
Entropy focuses on Incremental Growth with a Multifaceted Measurement Approach
Use your data and custom-designed experiments to unravel the Ground Truth. Make effective decisions to find true Incremental Revenue.
61%
Of Marketers have as a priority Better / faster media Mix Modeling
Source: eMarketer Ad Measurement Trends Oct 2024
Trusted by our clients
Measurement has evolved, all media these days is now measurable
Before
After
Full View of all Media Buys (offline and online)
Cookieless
Based on true data
Finds Incremental Sales (not just attribution)
Marketing Mix Models
Econometric Model that quantifies the impact of Marketing and non-marketing activities on a pre defined KPI like Sales.
By measuring offline and online together it is possible to understand all media activities and its impact into true sales.
The value of measuring with Marketing Mix Models (MMM) lies in the concept of incrementality—determining what percentage of sales are truly driven by marketing efforts. In other words, MMM helps quantify the additional revenue generated beyond what would have occurred naturally. This concept of incremental sales is directly linked to a company’s growth, making it a critical metric for optimizing marketing strategies and maximizing ROI.
Answer the key question
How much revenue did each channel and activity truly create (whether it's online, offline, or promotional)?
Move from Leads to Actual Sales
Understand the Cost of each new incremental client within a 95% Confidence interval
Customer Adquisition Cost
Conversions Decomposition by Variable
MMM vs Google Analytics 4
Marginal ROI
Benchmarked Incrementality of Platform Tracked Conversions
ROI Vs. Marginal ROI
experiments
Four key moments when experiments are crucial
Experiments calibrate MMMs with real-world data, leading to sharper insights, tighter confidence intervals, and smarter decisions.
Experiments can include positive and negative Geo Lifts, Causal Inference studies, Creative testing, and similar cases where we measure a treatment vs. control group based on a hypothesis.
1
The introduction of a New Media Partner in the Media Mix
2
Multicollinearity: 2 Channels behaving similarly in the MMM
3
Uncertainty about the performance of a channel
4
Creative Testing / a Hypothesis to Test
Key Concepts that Entropy helps you to take into account before advising with a Media Mix Recommendation
Saturation Curves & Diminishing Returns
Every media channel has a point of diminishing returns, where additional investment yields less incremental impact on key KPIs (e.g., ROAS, conversions, or profit). Understanding saturation curves helps optimize budget allocation by identifying the efficient frontier—the spend level that maximizes results before hitting diminishing efficiency.
Reallocating excess budget from saturated channels to underutilized ones can unlock greater efficiency.
Allocate Budgets taking into account saturation curves
Risk as a Function of ROAS or Required KPI
Media investment carries inherent risk, which should be evaluated in relation to the target KPI (e.g., a specific ROAS, CAC, or revenue goal). The trade-off between high-return but volatile channels versus low-risk but steady is crucial to consider.
The Balance between high-efficiency but risky bets with stable but lower-yield investments ensures long-term growth and profitability.
Budgets taking into account Risk Level relative to ROAS
Ready to Accelerate Your Growth?
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