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Analysed marketing effectiveness for Fortune 50 company with market mix modelling

TransOrg built market mix model to understand the impact of various marketing channels and their sub-components on total sales and to determine an optimal marketing mix and budget

Scope

Geography: 4-6 Brands for each geography — South Africa, Australia, USA, Thailand and China

Model

Country X Brand X Region Level X Channel & sub-channel X Campaign Level Insights

Applications

  •   Budget Optimizer
  •   Improved campaigns ROI
  •   Sales decompositio

Client Objectives

  • To improve marketing efficiency by identifying the contribution and ROI of Marketing factors such as Advertisements (GRPs), Newspaper ads, You tube ads, Magazine etc.
  • To optimize its spend across conventional and digital media.

Approach

  • The first step in attribution modelling was quantifying the impact of all levers such as digital, outdoors, television, social media etc. on sales.
  • The output of the first model was used as an input to create a second level model for each channel (e.g. Digital) to determine impact of sub-channels (e.g. Facebook, display, YouTube etc.)
  • Third step was drilling down the impact of every sub-channel to each campaign.

Output

The output of the model is used by the business team for marketing decision to optimize the ROI by realigning the budget allocation for different channels

Want to learn more about TransOrg’s value proposition, solution methodology and implementation approach?