Background
A multinational CPG company faced complex data challenges across its global operations. There was disparity in the availability and quality of data in the different markets it operated in. In turn, this hindered its ability to build multiple MMMs with consistency and timeliness.
It also wanted to measure and optimize its creative assets but didn’t have a unified data taxonomy to link performance to sales and brand equity.
Solution
Gain Theory deployed an integrated solution that leveraged three solutions:
- MIRA: Our comprehensive Marketing Impact and Readiness Assessment tool identified data quality gaps and improvement opportunities across all markets.
- AI-driven data portal: We implemented an AI-powered data portal for instantaneous data ingestion and error reporting, transforming current data collection and validation process.
- Creative effectiveness: We utilized our AI-driven creative taxonomy tool to categorize and analyze thousands of creative assets, linking specific features to sales and brand equity via MMM.
Results
Gain Theory accelerated global data delivery by four weeks, moving insights ahead of key planning periods in every market while improving quality, breadth, and creative coverage.
Our MIRA assessment uncovered historical data issues, including double‑counted media spend and flawed retail aggregation, that we rectified.
AI‑driven creative taxonomy enabled us to deliver granular categorization by brand, sub‑brand, occasion, and features. Early results show up to 30% uplift in ROI at constant spend.
uplift in ROI
