The retail industry is extremely diverse and competitive. Empowered consumers swiftly navigate between online and offline channels and have plenty of choice. To have an effective media strategy, you need to take external events into account and make sure your plan is aligned with your business targets.

“When you understand the effect of your campaign or channels, you can make better decisions.”

O/P has been working with clients in the retail industry for years. Our holistic and mature solution has modules for the retail industry which can be further modified to fit your specific needs. You can analyze Multi Touch Attribution (MTA) across all your channels (offline and online) and forecast the most effective media investment strategy in a few clicks.



Our unified model links data from online and offline media to trace the source of conversions. This offers you insight into:

  • The effect of online media on online sales
  • The effect of online media on offline sales
  • The effect of offline media on online sales
  • The effect of offline media on offline sales

As Forester states in a recent marketing measurement report, “Current marketing organizational structures that isolate “traditional” and “digital” marketing as separate disciplines disregard the reality that all marketing contributes to a consumer’s purchase decision.” A unified approach is the way forward. Work with us to get a complete and transparent view of the effect of your campaigns, across channels, on total sales.


Having a unified view of your marketing activities gets you closer to an effective strategy, but the right KPI framework is just as crucial. We help you define a framework that includes your business characteristics and suits your company strategy. Using our tool, you can monitor the cooperation between your different media partners to improve efficiency.


The Key to a Successful Media Mix Model

Media mix modelling allows you to measure the effect of your offline television and radio campaigns. This blog will discuss when to use the media mix model, how to set up a good media mix model and how to combine the results with those of the MTA model.
objective partners branding metrics

Rethinking branding metrics: how to turn brand consideration into a performance metric

What if branding could become a performance channel? We measured the effect of brand consideration campaigns and gathered new insights by developing innovative metrics. This allowed us to model long-term brand consideration and media spend to incorporate branding in media budget allocation calculations.
multi touch attribution algorithm

Multi-Touch Attribution (MTA): Why, What, How?

Multi-Touch attribution (MTA) is a topic widely discussed in the field of e-commerce and marketing, yet the number of companies actually carrying out conversion attribution using MTA remains low. This blog will discuss why conversion attribution via the MTA model is important, what a good MTA algorithm looks like and how it can be applied.
data quality

How to improve your data quality in four easy steps

Data quality is a factor of extreme importance. Nowadays, most big companies collect data with the intent of making data-driven decisions to create value. Facilitated by improving technology, analyzing data can provide companies with valuable insights that enable better decisions and lead to a competitive advantage.

How to Eliminate Wasted Marketing Spend

Optimizing media spend can be quite a challenge in today’s omnichannel world. Here are four lessons to help you allocate your media budget across channels with maximum efficiency.