Background
Solution
We built 10 marketing mix models that accounted for different KPIs the company tracked across the different brands. Next, we analyzed the previous year’s media plan to see how it performed across a range of channels.
We took this plan and used the scenario planning and optimization tool embedded in our GTI decision-making platform to assess which channels the company should be investing in more, and less, to drive profitability.
Finally, we used the same approach to assess how moving some of the media budget between the different brands could increase profitability.
Results
YouTube was the best performing channel over the 12 months we analyzed. We identified specific channel optimization opportunities for the different brands, including focusing on YouTube Select for one brand, and combining investment in YouTube with strategic investments in linear TV for another.
We also recommended moving 16% of one brand’s media budget – because it was generating comparatively lower ROI – into the other two brands.
Overall, we identified optimizations that would deliver $35 million in long-term profit.
in long-term profit identified