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USE CASES
Marketing Budget ROI
More efficient spending for a sporting goods company
We constructed a macro-level analysis across all sales & marketing channels over a long time period to determine the relationship between marketing spend and sales for effective budget allocation.
The aggregate Sales Effects is the accumulation of the factors below - media activity, non-media activity, systematic exogenous factors and competitor activity
We then selected the appropriate advanced AI method given the client context. The figure below outlines our thought process when comparing the traditional marketing mix modelling methodology as compared to more advanced modelling.
Finally, we constructed a cockpit to visualise the impact on different marketing channels and how our client could optimise their spending
Benefits
Strategic long-term view of marketing budget optimisation
Relevant for both physical and digital channels
High-level insights on overall allocation of budget across channels, business units & time
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