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Capturing Dynamic Base (Brand Equity) through UCM

How we used UCM technique to capture dynamic Brand Equity.

Problem:

  • One of the common problems in the Marketing Mix Modeling domain is that the Base remains constant over the years.
  • However, this does not reflect the reality
  • There is a need to accurately capture the Brand Equity change over the years.
  • The client in this case, was having similar problem and wanted to identify Brand equity change over the years

Solution:

We applied advanced UCM (Unobserved Component Modeling) technique to identify trends in the brand equity

Impact

UCM helped identify the decrease in brand equity due to reduced TV spends.

Helped the brand to recover brand equity from 68% to 70% by increasing TV spends.

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    Also Read:

    How MMM helped identifying the most effective campaigns out of 300 social media campaigns.
    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.

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