Marketing Mix Modeling (MMM) helps consumer-focused businesses improve marketing efficiency and boost ROI. In today’s fast-changing retail and QSR landscape, many traditional approaches fall short. They often miss critical factors like cross-channel influence, lag effects, and shifting consumer behavior.
To address these gaps, MathCo built a data-driven MMM solution that uses advanced regression techniques and behavioral insights. The model captures both immediate and long-term campaign impact, allowing the client to allocate spend more effectively, plan smarter campaigns, and improve ROI and conversions.
Problem statement
The client, a leading global quick-service restaurant chain, sought to strengthen its marketing decision-making by gaining a deeper understanding of media effectiveness, cross-channel interactions, and spend optimization. Existing methods lacked the ability to measure true ROI, capture interaction effects between marketing levers, and account for regional variations in consumer behavior. Additionally, the absence of a centralized platform for planning and evaluating marketing activities made it difficult for teams to forecast campaign outcomes or simulate budget scenarios with confidence. The client needed a scalable, user-friendly solution that could address these limitations and support more strategic marketing investments across multiple markets. MathCo partnered with the client to create a robust MMM framework that helped the client improve campaign efficiency and unlock better marketing strategies and outcomes.
Impact
- Optimized media spend improved ROI by 15-25% by reallocating to high-performing channels.
- Cross-channel synergy boosted conversion rates by 20-30%, maximizing impact
- Localized digital campaigns (geo-targeted ads) improved sales in low-performing regions by 10-12%
Access the Case Study to Learn More about This Partnership
Driving Precision in Automotive Marketing: Strategies for Enhanced Customer Engagement
Explore how MathCo assisted a leading automaker in reducing irrelevant communications by 81%, increasing redemption rates by 6%, and driving sales through data-driven marketing. Learn how precision targeting enhanced customer engagement and maximized ROI.
Read more
IR and Customer 360 Platform Set Up
Learn about how we optimized marketing campaigns and improved advertising strategies for a renowned fashion retailer helping them bring about a 30% reduction in duplicate customer entries.
Read more
Impact of Operational Issues on Customer Behavior
Discover how our tailored data analysis helped a leading retail giant understand and quantify the impact of operational issues on customer behavior and NPS scores with relation to both existing members as well as those on a trial period.
Read more