Penetrace was founded by six advertisers. They realized that they were not world champions in converting their data to actions but they all had the goal of reaching optimal marketing effectiveness and efficiency. Today a few hundred brand owners are enjoying growth partly by using our data to decision platform. Here is why they grow:
By using direct consumer feedback, they do not waste money on inefficient creative concepts. They systematically pre-test and post-test campaigns with direct feedback from the target group. They learn efficiently with a variety of benchmarking features.
They monitor uplift across the whole purchase process (upper funnel) more frequently than "old school" advertisers. They monitor correlation across KPIs (cause vs. effect) and they monitor their strategy execution on a monthly basis. Finally, they do the same with the most challenging competitors.
They view media attribution as an operational process, not a yearly project. Using av modeling studio that is not dependent on cookies or personal data, they monitor incremental sales from media spending, cost to revenue per media and model the optimal media spending and its allocation on each offline and online media channel.