Optimized spend allocation
TV flighting boost +5.6%
Digital optimization +2.5%
Prioritized key strategies
The challenge
Improved sales performance and marketing strategies for a gaming product
A leading technology company aimed to better understand the drivers of sales for its gaming product by distinguishing between contributions from marketing and promotional activities and those from base activity. They sought to uncover the key factors that influenced their sales performance and improve future marketing strategies.
Key challenges
Distinguishing sales contributions from marketing vs. base activities
Identifying key sales drivers and understanding marketing mechanics
Improve marketing planning with actionable insights and recommendations
The solution
Marketing strategy and commercial ROI reference refinement
Marketing Mix Modeling (MMM)
Analyzed marketing performance
Used Bayesian Belief Network (BBN) for media redistribution
Data from POS, calendar, and media
Commercial program ROI
Evaluated program ROI
Identified key channels
Assessed effectiveness
Implementation approach
1
Media contribution insights
35.7% of media from TV
54.1% of social media from PR
25% from social media
2
Optimization engine
Conducted "what if" analysis
Assessed TV GRP impact
Provided allocation recommendations
3
Optimized GRP allocation
Optimized GRP allocation
Assessed impact
Maximized sales with efficient spend
The impact
Driving sales through optimized allocation and media strategy
Optimization engine
Increased volume by 7%
Improved allocation
Boosted efficiency
TV flighting
Optimized TV flighting
Increased sales by 5.6%
Prioritized peak TV support
Digital laydown
Optimized digital laydown
Boosted sales by 2.5%
Prioritized continuity
Looking ahead
Future improved strategies
Plan to refine media spend allocation based on seasonal trends
Enhanced digital strategy
Focus on increasing digital media effectiveness through continuous optimization
Continuous sales monitoring
Implement real-time sales tracking to further optimize marketing strategies
