Background
A multinational alcoholic beverages company tasked Gain Theory with optimizing its marketing mix at a time when many factors were combining to create an uncertain environment. Ongoing impacts from COVID-19 meant drinking at home continued to affect on-premise consumption, while media and production costs were both rising. The company required a view across channels, partners and creative messaging to truly drive growth.
Solution
Gain Theory deployed Sensor™ to optimize and rebalance the company’s marketing efforts. Sensor™ enabled the organization to analyze the impact of its marketing investments at a highly granular level, looking at individual creative messages, media partners and placement tactics.
We eliminated wastage by removing poor performing channels, tactics and creative messaging. We helped our client to renegotiate fees with their media partners by showing the activities that were effective but not cost-efficient. We accelerated growth by placing more investment into activities that were efficient but not yet effective. And we enhanced value by showing the activities that were effective and efficient and that would support increased investment.
Results
The media optimization recommendations across all marketing touchpoints enabled the company to achieve $24.3m in incremental profit.
incremental profit