Marketing Analytics

Enhancing ROI through Media Mix Modeling

Optimizing marketing spend across channels for a leading consumer electronics brand

The Challenge

A leading consumer electronics brand faced challenges in attributing sales to specific channels

and maximizing return on investment (ROI) across various marketing channels, including TV, digital, print,

and out-of-home (OOH) advertising. Despite substantial investments in marketing, they needed a data-driven

approach to measure channel effectiveness and optimize budget allocation.

Our Solution

We implemented a comprehensive approach:

1. Data Collection

Gathered historical marketing spend and sales performance data

Integrated TV ratings, digital impressions, print circulation, and foot traffic

Collected external factors data (seasonality, competitor activity)

2. Model Development

Built regression-based media mix model

Applied TURF analysis for optimal channel combination

Controlled for external variables

Quantified contribution of each media channel

3. Analysis and Optimization

Identified underperforming channels

Highlighted high-ROI channels

Discovered synergy effects between TV and digital

Simulated different budget allocation scenarios

The Results

The implementation delivered significant improvements:

Increased overall marketing ROI

Reduced marketing spend without compromising sales

Improved cross-channel attribution

Maximized unduplicated reach across channels

Enabled data-driven decision making

Unlocked hidden value through continuous monitoring

The client successfully realigned their marketing strategies, resulting in significant cost savings

and revenue growth through optimized channel allocation and improved targeting.

Let's talk about your project!

Whether you're looking to understand your market, optimize your strategy, or validate new opportunities, we're here to help transform your business questions into actionable insights. Let's start with a conversation about your goals.

What you can expect:

Customized research approach based on your objectives

Expert guidance on methodology and sampling strategy

Clear timeline and deliverables roadmap