MAXIMISING ROI WITH DATA-DRIVEN INSIGHTS THROUGH MARKETING MIX MODELLING

SUMMARY

In today’s dynamic market, understanding the true impact of marketing activities on sales is crucial for maintaining a competitive edge. For Tenacta Group, the challenge was to decipher the relationship between marketing efforts and sales performance amidst constantly evolving consumer preferences.

This case study showcases the power of data-driven insights through Marketing Mix Modelling, driving significant improvements in ROI, channel visibility, overall marketing performance, and unlocking greater success by optimising marketing strategies effectively.

THE CHALLENGE:

Tenacta Group faced the need to uncover the effectiveness of its various marketing initiatives. With privacy concerns and tracking limitations, they sought a sophisticated solution to gain deeper insights into their marketing efforts.

THE SOLUTION:

Marketing Mix Modelling (MMM): A sophisticated data analysis technique designed to uncover the effectiveness of various marketing initiatives. At the core of MMM is the Bayesian Model, an adaptive framework that integrates prior knowledge seamlessly, covering both online and offline marketing activities for a comprehensive view.