Optimized spend allocation
TV flighting boost +5.6%
Digital optimization +2.5%
Prioritized key strategies
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 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
1
Media contribution insights
35.7% of media from TV
25% from social media
54.1% of social media from PR
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
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
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
Transform your enterprise with AI that delivers
