Nexoya

Nexoya awarded Best Workplaces Switzerland 2026

New certification badge for Best Workplaces Switzerland 2026 added to press page

Maximizing Ad Performance: AI and Events Drive Success

Performance marketers in e-commerce face mounting pressure to optimize multi-channel campaigns and cut costs as budgets tighten and ROAS and revenue come under pressure. A Gartner CMO study notes that 2024 average marketing budgets fell by 15%. The article argues that professional marketing analytics platforms, increasingly AI-assisted, help unify data from Google Ads, Meta, and LinkedIn, provide clear dashboards, and use AI-based predictive analytics to optimize budgets. It defines 'events' as a closed time window around a specific occurrence (one day to three weeks) that can significantly affect campaign performance. Examples include Black Friday promotions, TV campaigns, DOOH, product launches, price changes, holidays, competitor activity, and outages. The piece emphasizes integrating events into forecasts and planning, with historical patterns used to forecast effects per metric. It argues that human expertise is still required to configure AI models; collaboration between experienced professionals and algorithms yields more accurate, context-rich predictions and better budgeting decisions. Nexoya is named as a Tech Finder in the article.

AI Revolutionizes Marketing Mix Models for Mid-Sized Brands

The article discusses how data privacy changes are diminishing cookies and tracking, fueling renewed interest in Marketing Mix Models (MMM). Traditional MMM is data-intensive, costly, and difficult to implement, restricting adoption mostly to large advertisers and requiring cross-source data alignment. The piece introduces MMMD, a simplified MMM integrated into AI-based platforms, which makes the method accessible to mid-sized brands and digital-only players by automating data integration, calibration, and analysis. The AI-enhanced approach combines MMM with additional data sources and simulations to deliver clearer, actionable insights, enable continuous attribution, and optimize budgets across channels without relying on cookies. A Boston Consulting Group finding is cited: more than 68% of MMM projects are not implemented. The platform can recalibrate every 1–3 months and provide near real-time recommendations with weekly budget tweaks, aiming to close the gap between measurement and execution while overcoming traditional reliability limits.