Improved sales performance
Enhanced marketing strategy
Boosted sales
Isolated campaign impact
The challenge
Optimizing campaign impact and ROI
A leading CPG manufacturer shifted its messaging strategy from an attribute-focused approach to one focused on customer experience.
Key challenges
Comparing old and new messaging impact on brand sales
Assessing campaign impact on private label products
Optimizing future campaigns for maximum ROI
The solution
Campaign performance optimization
Marketing mix models
Measured performance using Bayesian Regression
Refined models with retailer data
Assessed national sales impact
Sales impact analysis
Assessed sales performance
Analyzed for insights
Optimized strategies
Implementation approach
1
Bayesian belief network
Identified media interrelationships
Connected media channels
Captured media impacts on sales
2
Channel impact measurement
Optimized marketing spend
Quantified media impact
Calculated ROI
3
ROI reporting
Enabled investment transparency
Delivered ROI by product line
Provided campaigns insights
The impact
Strategic marketing and trade enhancement
Campaign effectiveness
Found customer-centric campaigns better than attribute-centric
Boosted brand and private sales
Measured incremental sales
Isolated campaign impact
Removed channel mix influence
Gained actionable insights
Isolated campaign effect
Strategy optimization
Highlighted impact on private labels
Improved marketing strategy
Enhanced trade strategy
Looking ahead
Refine campaign messaging
Continuously optimize for customer engagement and sales growth
Enhance retailer collaboration
Strengthen partnerships through actionable insights and shared strategies
Optimize marketing spend
Focus on high-ROI channels to maximize future campaign impact
