We’re beyond excited to announce that Booster Box has secured a major win at the European Paid Media Awards 2024, taking home the prize for Best Use of Attribution! This recognition was awarded for our work with Tenacta Group using an innovative approach centred around Marketing Mix Modelling attribution 🎉
Our Marketing Mix Modelling attribution project with Tenacta Group showcased how combining data science and creativity can deliver results that stand out on a global stage. This isn’t just about winning an award, it’s about proving the power of marketing mix modelling as a key method for understanding and optimising the performance of marketing investments.
Marketing Mix Modelling attribution: the secret to success
For this project, we implemented a Marketing Mix Modelling attribution approach that allowed us to understand how different marketing channels contributed to overall sales, both online and offline. By using an advanced Bayesian model, we were able to integrate and analyse data from digital campaigns and traditional channels like TV, to uncover which activities were driving the most value.
This holistic attribution approach gave Tenacta Group the insights they needed to optimise their budget allocation and increase overall performance. By breaking through the limitations of traditional attribution models, marketing mix modelling attribution helped Tenacta make smarter, data-backed decisions that transformed their marketing strategy.
What the Judges had to say 💬
The judges at EPMA were impressed with the results of this campaign and gave it high praise: “This campaign has achieved remarkable results through a well-balanced mix of strategic planning and execution. It’s impressive to see the emphasis on both theoretical frameworks and practical applications, which were utilised to great effect. This comprehensive approach, considering all relevant factors, showcases a deep level of insight and ingenuity, contributing significantly to the campaigns overall success.”
Results that speak for themselves 📈
The Marketing Mix Modelling attribution project helped Tenacta Group achieve some standout results, proving that this data-driven approach works:
- +62% Growth in budget investment thanks to MMM insights
- +12% Purchases increased after the first iteration
- -28% Decrease in CPA (Cost Per Acquisition)
- +52% Increased visibility for Amazon Ads
These numbers reflect the effectiveness of marketing mix modelling attribution, allowing Tenacta to fine-tune their spending across all channels and focus on the strategies that worked best.
Client Testimonial 💬
Paolo Morgandi, CMO of Tenacta Group, expressed satisfaction with the results achieved: “Thanks to the scientific approach and the use of advanced technologies like Marketing Mix Modelling, we were able to gain a clear and detailed view of our activities, both online and offline. This allowed us to optimise performance and make more informed decisions on budget allocation, with tangible results in terms of sales”.
Booster Box’s Perspective 🚀
Gianluca Binelli, CEO of Southern Europe and founder of Booster Box, added: “We are thrilled with this recognition, which highlights the importance of a scientific approach to marketing. Marketing Mix Modelling enabled us to work with concrete data to improve campaign efficiency and maximise results for our clients”.
Why Marketing Mix Modelling attribution matters
In today’s marketing landscape, Marketing Mix Modelling attribution is a game-changing strategy that helps brands understand the full impact of their marketing activities. Unlike traditional models that often overlook offline channels, MMM attribution gives businesses a comprehensive view of how all channels contribute to sales, making it easier to optimise spend and maximise ROI.
For Booster Box, this win isn’t just about celebrating success, it’s about showing the world the power of data-driven marketing. Marketing Mix Modelling allows brands to make smarter, more informed decisions, and we’re excited to continue helping our clients unlock their full potential.
Learn More
Curious to dive deeper into the details of this award-winning project? Check out the full case study here:
👉 Maximising ROI with Data-Driven Insights through Marketing Mix Modelling