IMPACS is iKnowtion’s methodology and analytic toolset for marketing optimization. IMPACS, which stands for Integrated Marketing Performance using Analytic Controls and Simulation, takes a holistic approach to the marketing problem to arm the marketer with tools that will enable him to manage all of his spending most effectively while producing the greatest impacts for the business.

The key to the IMPACS approach is the horizontal integration of marketing and analytic processes and tools into a powerful new capability that advance both the marketer’s understanding of the drivers of business performance, as well as his ability to take the proper actions to meet business goals in a changing environment. In short, IMPACS helps marketers plan, forecast, and measure their programs and campaigns in a comprehensive and coordinated way.

The underlying principles of IMPACS derive from decision theory, econometrics, and constrained optimization. In this way, IMPACS adds a level of quantitative rigor to the marketing process that is rare even in the most established and sophisticated businesses.

The benefit of IMPACS is that it brings together traditionally separate marketing activities into an enterprise solution that can deliver more overall impact for the business. By taking a holistic approach to marketing, IMPACS enables the marketer to make informed tradeoffs across media, channels, and segments and steer his investments toward those providing the greatest return.