Accelerated Marketing Mix Modeling For A Multi-Billion Dollar Portfolio Of CPG Brands

Business Objective

The client is a US-based multinational medical device, pharmaceutical, and consumer packaged goods manufacturer.

They needed a full-suite marketing mix modeling solution for their CPG and pharma products in the American market. The solution had to quantify the impact of advertising and promotions on sales; measure ROI for each advertising and promotional activity to optimize spend; provide cross-channel attribution between social and traditional media for media mix planning.

Challenges

Need to have a consistent approach across 25 products from 10 brands in 6 categories. Products included oral care, moisturizers, OTC drugs, body washes & lotions, baby care, medical-related, and OTC drugs
Varied marketing spend and promotional activities across brands and categories
Numerous data sources, and uneven and inconsistent data in multiple formats

Solution Methodology

In developing the solution, we used sales data from multiple sources such as:
- Retail partners
- Syndicated data provider
- Offline media
- Search and Website
- Display ads
- Digital media
- Consumer promotion
- Competitor retail data
Used Sales data from 44 retailers across the US
Uncovered the relationship between sales ($) and spend ($) for each channel/activity
Designed and implemented a unique technical approach to take care of cross-channel attribution between traditional and digital channels.

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Accelerated Marketing Mix Modeling For A Multi-Billion Dollar Portfolio Of CPG Brands

Business Objective

Challenges

Solution Methodology

Business Impact

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