Optimal Budget Allocation

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Optimal Budget Allocation

Business Challenge & Objectives We were approached by a company in the Consumer Packaged Goods sector to determine the optimal marketing strategy for short and long-term sales growth. Historically, our client had implemented an integrated traditional and digital marketing campaign aimed at maximizing the growth potential of their flagship brand, together with frequent promotional and …

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Dynamic Marketing Mix Modeling

Dynamic Marketing Mix Modeling & Optimal Budget Allocation   Business Challenge A global electronics brand wanted to understand the effectiveness of a $50 million marketing budget, covering in-store pricing offers and a wide range of off and online media investments. Building on the results, the brand then wanted to optimize spend over the next planning …

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Optimization & Simulation

Higher ROI, improved retention and more profitable customers Challenge: A leading telecom service provider wanted to optimize its current media spend and improve marketing ROI. Traditionally, the company’s marketing allocation decisions were made based on historical spend levels and year over year goals, but they wanted to find a more sophisticated approach to analytics—one that …

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Driving Customer Acquisition

Driving Customer Acquisition Through Marketing Mix Optimization   Challenge: A leading credit card issuer was looking to expand customer acquisition by optimizing its marketing mix and increasing marketing budget. Historically, marketing investments had been measured through direct attribution, with limited insight into upper funnel tactics and the interaction of programs—the company wanted to change this. …

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Reallocating Ad Spend

“Hands-on” Marketing Mix Optimization Reallocates Ad Spend and Unifies Marketing & Sales Teams   Challenge In order to maximize profitability, a leading global spirits company set out to optimize the allocation of their media budget across western European markets. The client wanted the specific geographic region to better align with their overall marketing strategy. It …

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Measuring Brand Equity

Brand Equity Proves Highly Effective in Driving Insurance Quotes   Challenge Following its recent acquisition, this mid-size auto insurance firm was under pressure from shareholders and the board to deliver an analytically-grounded case to continue significant marketing investment behind the brand. Thanks to a marketing mix model developed internally by their analytics team, the client …

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Long-term Brand Value

Deepening Analytics to Influence Recovery & Growth   Challenge A leading US retail bank – having recently suffered significant brand erosion post the financial crisis – was looking for a modeling methodology that would: Build the business case for the optimum split between brand strategies and performance marketing and sales programming Inform the strategy to …

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Developing Advanced Analytics

New Analytics Developed for Improved Return on Marketing and Sales Investment   Overview This European Telecom sought to build a better Marketing Analytics foundation as an enabler for improving return on Marketing and Sales investment. The company’s existing approach to applying analytics had it’s limitations, with issues ranging from: Data sourcing, governance and quality Siloed …

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