Multichannel campaign optimization using combinatorial multi-armed bandit experimentation is a powerful, though nascent, alternative to traditional campaign attribution approaches for maximizing marketing ROI. Although performing true multichannel optimization requires significant investment and maturity in data, marketing automation technology and organizational alignment, it’s possible to get started in a more limited fashion by taking an optimization-driven approach in existing channels, and growing from there.

Fortunately there are a few companies which are starting to offer solutions for optimization-driven marketing and can start to help you down this path:

• Amplero Digital campaign intelligence & optimization platform based on predictive analytics & machine learning.
• Optimove Multichannel campaign automation solution, combining predictive modeling, hypertargeting and optimization
• Kahuna Mobile-focused marketing automation & optimization solution
• IgnitionOne Digital marketing platform featuring score-based message optimization; ability to activate across multiple channels
• BrightFunnel Marketing analytics platform focusing on attribution modeling
• ConversionLogic Cross-channel marketing attribution analytics platform, using a proprietary ML-based approach

By organizing key signals across all marketing channels, this framework helps marketers understand which signals are key to their specific campaigns’ success. Selecting signals according to campaign objectives instead of predefined sets of metrics enables marketers to better align their marketing measurement towards their goals, and generate insights more efficiently.

The Periodic Table of Marketing Signals is a visual representation of the Marketing Signals Framework and organizes signals across marketing channels according to three specific dimensions:

• Channel: The single channel where the marketing activity is executed. It can be digital (e.g., display, paid search, social) or offline (e.g., print, TV, radio).
• Objective: The specific business objective of the campaign or activity. Signals are categorized by the following objectives: awareness, engagement, conversion, loyalty, and advocacy.
• Signal Type: The approach used to quantify campaign success. Signals are organized by volume, quality, efficiency and shares.