Business Challenge

This multinational beverage company’s Marketing Mix Modelling program did not have a streamlined process in place for timely refresh of data. They did not have any tools for ongoing “due-to” analysis,  business planning simulations and model updates to support near real-time marketing effectiveness insights.


Analytic Edge deployed an integrated ‘Process + People + Technology’ solution for the company that included the following components.

  • Automated data ingestion process for ongoing data uploads.
  • Implemented an efficient model update process in Demand Drivers.
  • Developed a Planning Platform for ongoing ‘due-to’ and business planning simulations.
  • Provided a dedicated on-site resource for project management support.


  • Reduction in Turnaround Time: Reduced time taken for generating sales diagnosis (due-to) reports for senior management from 2-3 weeks to 2 days.
  • Frequent Model Updates: Frequent model updates ensured insights are real-time and relevant.
  • Planning Platform Adopted across Markets: Our Planning Platform was rolled out as the global tool for ongoing due-to and business planning simulations to enable adoption of MMM-driven insights across more markets.