Building a Global Marketing Measurement Program for a Leader in Mobility
To maximize the efficiency of the marketing budget and adapt to evolving market conditions, this client sought to measure the impact of marketing tactics across the customer journey. Ekimetrics deployed the first full-scale measurement of media within the organization.
What we did
Challenge
- Accounting for the complexities of the industry, particularly in the post-COVID era
- Unifying data measurement across a siloed organization
- Addressing the needs of multiple stakeholders, including the client’s media agency
Our approach
- A multistage MMM approach on multiple KPIs to understand marketing impact at every level of customer engagement, with granular insights at each level
- Sharing highly detailed model outcomes and saturation measurements with the media agency for optimization of media plans
Outcome
- Deployment of an expanded measurement plan at each stage of the purchase funnel to support decision making across the organization
- Rapid and dramatic changes to media buys across lines of business to help boost key profit drivers
- A scalable data pipeline and modeling flow to allow for both quick expansion and timely updates aligned with key media planning windows
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Challenge
To enhance the cost-effectiveness of marketing efforts and adeptly address the continuously evolving market conditions, our global mobility client recognized the need to gauge the impact of marketing tactics throughout the entire customer journey. Complicating this effort further was the new post-COVID reality of inventory shortages and supply constraints, By closely evaluating the effectiveness of each touchpoint, from initial brand awareness to final conversion, the aim was to gain valuable insights that would enable more informed decisions to optimize marketing strategies.As data was fragmented among several stakeholders, our customer also wanted to unify data measurement across the organization while also addressing the planning needs of the media agency.
Our approach
Employing a comprehensive multi-stage Marketing Mix Modeling methodology across multiple KPIs allows for a thorough examination of the marketing impact at every stage of customer engagement. This approach enables the acquisition of detailed insights at each stage of the funnel, providing a layered understanding of the effectiveness of marketing initiatives.Collaborating closely with the media agency, the sharing of model outcomes and saturation measurements facilitates the optimization of media plans at each critical planning stage. By providing the media agency with valuable insights derived from the MMM analysis, informed decisions can be made to fine-tune media strategies, ensuring maximum reach, effectiveness, and return on investment. This collaborative effort allows for data-driven adjustments in media planning, enhancing overall campaign performance and aligning marketing efforts with organizational objectives.And, while our client is a leader in the American mobility market, it is more of a challenger in the European market. Ekimetrics therefore worked to adapt its responses to the profiles and challenges of both markets.
Outcome
The close collaboration between this company and the Ekimetrics team is also fostering a strong and enduring partnership, setting the stage for a significant shift towards data-driven decision making throughout the entire organization.Ekimetrics was therefore able to deploy the first full-scale measurement of media within the organization and is quickly expanding the measurement plan to 6 countries and an additional line of business.Leveraging the insights obtained from MMM results, our client can fine-tune strategies and initiatives at each of the critical planning junctures, ensuring that resources are allocated effectively and yielding maximum returns.
