Marketing Mix ROI Models: Quantifying the Contribution of Marketing Levers on Several Brands
Highlights
12% revenue increase with the same media budget, optimising allocation
20% media budget reduction to achieve the same revenue targets
Situation
Since 2022, we have successfully collaborated with the client’s ‘Analytics and Insights Hub’ on Marketing Mix ROI Models (MMROI). This partnership has effectively leveraged data to optimise media and marketing campaigns, maximizing ROI.
Action / Approach
Multi-model Implementation: Creation of 20+ models covering 9 countries and 4 product categories.
Model Prediction: An average model prediction accuracy exceeding 80%.
TPR Modelling/Optimisation: Innovative features like TPR modelling/optimisation and precise contributions allocation over time.
All procedures are operationalised on Microsoft Azure with automated and engineered pipelines.
Result(s)
Over the years, we have significantly enhanced the client’s data and insights capabilities by providing a unique blend of technical and business expertise. Our team has been highly adaptable, responding to evolving business needs with scalable, innovative solutions that prioritise automation.