Note: Adtriba Sphere is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
This article explains how Adtriba Sphere builds a recommended scenario from a custom media plan.
The Adtriba optimization algorithm uses a trial-and-error method. It varies media budget allocations per day to achieve the optimal sum of the output KPI you choose. If you maximize conversions, it allocates media spend to maximize conversions over the given timeframe without exceeding the maximum budget.
When is the recommendation reliable?
When you look into the future, the recommendation becomes less reliable. No one can know exactly what will happen in the future.
How can I make the recommendation more reliable?
You can improve the data that goes into SPHERE:
Upload TV data or other offline data.
Improve the campaign to source mapping in the Funnel dimension Adtriba Sphere Source.
Tell us about custom events and seasonalities that affect your business.
You can also validate the results, monitor them, and give us feedback.
Why can I not plan further than 4 weeks in the future?
The farther we go into the future, the less reliable our estimates are. We restrict the look-ahead window so that predictive accuracy stays tolerable. Note: No one can know exactly what will happen in the future.
Are seasonalities covered in the model?
Yes. By default we include weekly (day of week) and yearly (month of year) seasonality, along with bank holidays, Black Friday, and Cyber Monday. Contact the customer success team if you have custom holidays for your business. We will try to integrate them.