Success story
Optimizing advertising and promotion for Luxury Retail in APAC with advanced Marketing Mix Modeling
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One of the world-biggest luxury beauty and fragrance group sought to optimize advertising and promotion in APAC’s evolving market. By leveraging customized Marketing Mix Modeling (MMM) models and analytics, the company gained actionable insights and achieved significant revenue growth across regions and brands.
+25M€
revenue gain per quarter
12
Business lines modeled across 6 brands and 5 countries
4:1
return on ad spent (ROAS) through advanced marketing mix modeling optimization achieved
Discover
What we did
01
Challenge
- Understand how to steer advertising and promotion at APAC region-level while simultaneously identifying optimization opportunities in countries and brand specific budgets
- Optimize marketing amidst huge changes in market dynamics (ecommerce, COVID) and marketing ecosystems (influencers, live streaming)
02
Our approach
- Holistic MMM to explain, forecast and optimize marketing budget to provide the efficiency and actionable business insights
- Brand modeling leveraged to customized digital metrics and long-term measurement techniques
- Custom add-on analytics aligned with brand & market needs to provide customized insights specific to brands
03
Outcome
- Established bespoke MMM with models on 6 brands, 5 countries with continuous enhancements to modelling scope on an annual basis (models by sales channel, deeper media granularity, influencer strategies)
- Built cross-country consolidation capability to improve marketing efficiency at regional level
- Expanded project scope to Southeast Asia and additional franchises, enabling more granular insights and improving regional decision-making
Challenge
Our approach
Outcome
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