{"id":69915,"date":"2025-02-20T10:00:14","date_gmt":"2025-02-20T09:00:14","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=69915"},"modified":"2025-02-20T10:00:14","modified_gmt":"2025-02-20T09:00:14","slug":"optiphi","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/en\/blog\/optiphi\/","title":{"rendered":"Making Science launches OptiPhi, its new technology platform to optimise media spend"},"content":{"rendered":"<ul>\n<li aria-level=\"1\"><i><span style=\"font-weight: 400;\">This new solution offers a comprehensive platform that spans the entire media investment process\u2014from measurement to activation\u2014helping advertisers maximise their results efficiently and scalable.<\/span><\/i><\/li>\n<\/ul>\n<p><b>London, 20 February 2025- <\/b><span style=\"font-weight: 400;\">Making Science, a technology and marketing company specialsing in digital business acceleration, has launched its new technology solution, OptiPhi. This end-to-end platform allows advertisers to measure the impact of their campaigns and automatically manage their media spend to drive sales.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The tool is based on a continuous measurement and optimisation approach that combines different methodologies to provide a holistic view of campaign performance. In addition, through Marketing Mix Modeling (MMM), OptiPhi analyses the impact of marketing strategies on sales, allowing advertisers to understand the return on investment (ROI) of each channel and optimise their budget more efficiently.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition, its artificial intelligence-based attribution system adjusts the distribution of media spend in real-time, identifying the optimal channel mix without compromising user privacy. The platform also incorporates experimentation capabilities, allowing new growth opportunities to be evaluated through controlled testing and actionable data to improve strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond measurement, OptiPhi automatically activates these insights to optimise media spend. The platform adjusts budget allocation based on results and provides detailed incremental sales reports in <\/span><span style=\"font-weight: 400;\">real-time<\/span><span style=\"font-weight: 400;\">. With this automation, advertisers can make strategic, data-driven decisions more agilely and effectively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2018The increasing fragmentation of the advertising ecosystem and restrictions on data access due to privacy regulations have transformed the digital marketing landscape. In this context, OptiPhi was created in response to the need for advertisers to make strategic, data-driven decisions in an increasingly complex environment. This comprehensive platform goes beyond measurement and enables real-time optimisation of media spend, ensuring efficiency and scalability,\u2019 explains Paula G\u00f3mez, Global Director of AI, Data &amp; Tech for Marketing at Making Science.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With this launch, Making Science reinforces its commitment to innovation in marketing technology, providing tools that help brands maximise the impact of their strategies in a constantly evolving ecosystem.<\/span><\/p>\n<p><b>About Making Science<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Making Science is a global company specialising in digital acceleration with more than 1200 employees and a presence and technology development in 15 markets: Spain, Portugal, Mexico, Colombia, France, Italy, UK, Ireland, Sweden, Denmark, Norway, Finland, Germany, Georgia and USA. As a consulting partner of Local Planet, the world&#8217;s largest network of independent media agencies, Making Science develops technology solutions and offers services in digital marketing, Adtech and Martech, cloud technologies and software, and cybersecurity at a global level, through delivery hubs that drive job creation and the availability of highly qualified technology talent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Making Science is comprised of 4 business lines: the Global Digital Agency with Technology, with 360 digital advertising services that integrate strategic planning, creative, data and technology; RAISING, the Technology Division, which combines business expertise with data science to deliver advanced AI-based solutions applied to marketing; the Cloud, Software and Cybersecurity Division, with a team of more than 400 engineers and data scientists for the development of cloud-based solutions and a specialised cybersecurity team; and the Making Science Investment Area, with Ventis and TMQ, as a line of business diversification and implementation of the capabilities of all areas of Making Science.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With RAISING, the technology division, the company is positioned as a global benchmark in digital transformation and, thanks to its ad-machina technology solutions, Trust Generative AI and Gauss AI, brands maximise their business results with Artificial Intelligence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition, the company participates in various ESG initiatives, including the Climate Pledge, the United Nations Global Compact and the Pledge1% initiative, supporting non-profit organisations in its community with a strong commitment to making a positive impact on society.<\/span><\/p>\n<p><strong>Press Contact<\/strong><\/p>\n<p>Noelle Runo, Head of International Marketing &amp; Communications<\/p>\n<p>noelle.runo@makingscience.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This new solution offers a comprehensive platform that spans the entire media investment process\u2014from measurement to activation\u2014helping advertisers maximise their results efficiently and scalable. London, 20 February 2025- Making Science, a technology and marketing company specialsing in digital business acceleration, has launched its new technology solution, OptiPhi. This end-to-end platform allows advertisers to measure the [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":69916,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[821],"tags":[],"class_list":["post-69915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/69915","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/comments?post=69915"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/69915\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media\/69916"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media?parent=69915"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/categories?post=69915"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/tags?post=69915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}