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1.5X MROI

How MMM helped a CPG giant get 1.5X MROI by identifying Covid impact accurately

Problem:

The client, a CPG giant, wanted to understand the right marketing mix when Covid-19 hit. They wanted to re-evaluate which marketing efforts were driving sales.

Solution:

  • An econometric based, MMM was implemented which quantified the impact of various marketing investments which the client made.
  • The model was able to segregate yearly contributions for pre-covid period and covid period and analyse in depth which marketing activities worked pre-covid and which marketing activities worked during covid.

Impact

Lift in Sales observed – 7%

Increase in MROI – 1.5X

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    Also Read:

    How MMM helped an e-commerce brand achieve 10% lift in sale
    Marketing Mix Modeling, Media Mix Modeling, Marketing Effectiveness, Experimentation, Causal Inference, Adstock, Marketing ROI, Statistics, Machine Learning, Marketing Attribution, Media Planning, Marketing Budget Optimization, Robyn, Multi touch Attribution, First Party Data, Privacy Proof Marketing Solutions.

    Aryma Labs is your global partner to drive marketing efficiency in a privacy-first era. Aryma Labs leverages cutting edge Data Science solutions to solve marketing measurement and attribution problems. We are on a mission to help enterprises of all sizes adopt Marketing ROI Solutions for a privacy first era.

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