BUSINESS ISSUE: A Fortune 100 CPG manufacturer wanted to measure the ROI of their marketing activities for key brands in their portfolio and were seeking insights to help optimize allocation of media and trade budget

APPROACH: Marketing mix modeling analysis to measure the impact of advertising, promotion and trade activities on sales including effectiveness and ROI of various tactics.

BUSINESS IMPACT: The insights are an integral part of Client’s planning process, helping brand teams make decisions on how much to spend on each marketing activity and which campaigns or tactics to prioritize. The insights are leveraged for YTD diagnosis and TYG Planning.