How Marketing Mix Modeling helped optimize $15M in media spend
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A leading toy brand utilized Marketing Mix Modeling (MMM) to better evaluate its current media performance and optimize future marketing plans. Through extensive modeling across China, Australia, South Korea and Japan, the brand gained a comprehensive understanding of the performance of over 750 unique media channels, extracting actionable insights and enhancing decision-making through optimized results provided by Ekimetrics’s One.Vision solution platform.
$15M+
optimized for media planning from initial results
750+
unique media channels across 4 competitive markets
3 months
from initial results to measure business impact
What we did
01
Challenge
- Over 750 unique media channels and combinations make media optimization difficult
- Tailoring strategies and recommendations by region given the difference in market landscape and consumer behaviour characteristics
- Limited client visibility on media evaluation and optimization put at risk sales performance
- The client needed actionable insights to drive market share growth and stay competitive within complex market dynamics
02
Our approach
- Implemented Bayesian statistical models to capture distinct short-term and long-term media effects
- Maintained close coordination with a centralized team of client stakeholders to upskill and contextualize model findings for high-impact recommendations
- Executed an end-to-end implementation of our One.Vision solution platform for ROI driven decision making
03
Outcome
- Upskilled senior leadership on Marketing Mix Modeling improving their understanding of past media performance and introduced new methods for more accurate measurement and evaluation of media impact on sales and brand effectiveness
- Enhanced media team planning and strategy by implementing Ekimetrics' One.Vision platform, providing detailed breakdowns of media performance, allowing the team to analyze results at various levels of granularity
- Launched a recurring global program with multiple refreshes to enable actionable insights and recommendations relevant to each market and consumer context
Challenge
Our approach
Outcome
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