Background
A global FMCG company believed the media spend for one of their key brands was at sufficiency, but that this spend was not translating into in-market sales growth. As a result, they wanted to quantify the drivers of sales and the impact of their marketing channels so they could optimize media planning.
Solution
Over a four-year period, we used marketing mix modelling (MMM) to measure media impact on volume sales and make recommendations about how to optimize media spend at the channel and platform level. These recommendations were implemented by the media agency and tracked in subsequent MMMs.
Results
The implementation of our recommendations led to a 2.4x increase in media ROI over the four-year period. As a result, media spend now drives $19m in additional net sales when compared to the previous media ROI level. Overall, the project delivered a return of more than 50x the company’s investment in analytics and secured its position as the number one branded product by market share in its category.
in additional net sales