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Marketing Mix Modeling to Optimize Marketing Spend- Case Study

Standardizing Product Lines Using MDM

Customer

A Global Tool Manufacturer.

Business Need

  • Understanding Advertising Effectiveness, Media Efficiency, Marketing Mix and Channel-to-Sales correlation using data from multiple data sources.
  • Optimizing marketing spending across channels and product lines using the insights from data science models.

Customer Challenges

  • Lack of insights into effective marketing models, resulting in increased ad spend without a direct link to revenue results.
  • Determining marketing media channels that contribute to sales.
  • Determining the marketing spend by product line.

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