Leveling up communication, sales, and marketing functions: the transformative power of MMM

Challenge
- • Enhance strategic and operational decision-making processes in communication, sales, and marketing through robust analytics for both broadband and mobile
- • Maximize operational efficiency across departments and functions by uniting them around a common language of performance under the umbrella of the CFO
- • Gain a profound understanding of broadband performance mechanisms while pioneering the development of a comprehensive use case, to win market shares in a very aggressive fiber market
Our approach
- • Spread trust in MMM outcomes across all concerned departments by being transparent and co-building the models, having measured results confirming the relevance of recommendations
- • Make our MMM platform a central hub with continuous access to results and simulations, used by a larger and larger community
- • Reduce time-to-recommendation to the minimum so the entire organization can gain in agility and response to market moves
Outcome
- • 80% of total spend managed by MMM solution
- • MMM platform leveraged by over 40 people to analyze the performance of their operations and develop personalized scenarios
- • An emerging organizational paradigm centered around MMM: ongoing industrialization and internalization of skills

Results

+10%

global ROI increase

Several hundred million euros

of optimized marketing and sales expenses

Updated results

within an 8-week timeframe

Challenge

A highly competitive landscape characterizes the French telecommunications market, with numerous operators and saturated penetration rates in fixed-line, mobile, and broadband services. To transform communication, marketing, and sales practices to market volatility, our client requested:

Strategically, to enhance the responsiveness of these three departments, better equip them to handle disruptions and optimize budget allocation. Our client required a robust tool to empower them to make strategic and operational decisions based on objective, relevant, and rational insights.
Operationally, to optimize marketing and communication campaigns, key events, and operations. Additionally, a new fiber use case required MMM analysis to understand performance drivers. This prompted a reconsideration of various business aspects, such as dedicated activation channels or new promotion efficiency patterns.

Approach

To support the strategic and operational transformation of this organization, three principles guided Ekimetrics:

Rapidly demonstrate the value of the MMM platform, particularly in addressing business questions related to fiber.
Ensure the tool’s adoption and successfully scale by actively involving the three departments in the project’s construction. This approach aimed to align them on consistent and shared performance indicators: the same platform and metrics and a unified taxonomy for all communication, sales, and marketing efforts. Achieving this required comprehensively aggregating an extensive volume of highly heterogeneous data, including distribution channels (door-to-door, stores, customer service, digital, direct marketing), geographical, and technical areas.

With this proof of value and a well-deployed tool in the departments, the project entered a second phase, enabling:

the integration of updated analytics into daily operations, providing continuous access to results and simulations.
the advancement to a new level of data maturity by working on the automation of data collection and generation, thanks to a data integration and quality portal that lets all the client’s data stewards improve their daily tasks.

Outcome

Over forty decision-makers and operational professionals currently leverage the One.Vision platform daily. Operating autonomously, they can assimilate analytics results and insights and conduct their own simulations and optimizations.

The measurable impact of this project is substantial, with an average increase of 10% in operational efficiency, optimizing budgetary allocations amounting to hundreds of millions of euros.

The project continues to evolve, including a progressive internalization of performance measurement and upskilling of teams in Marketing Mix. Other ongoing developments involve the automation of data collection and the industrialization of capabilities, expanding from over 20 models in production to more than 100 models. This expansion facilitates the integration of new business questions and marks a significant stride in the project’s development.