Our client is a leading US-based bank and stockbroker, offering an electronic trading platform to trade financial assets. It also provides margin lending, cash management services, as well as services through registered investment advisers.
The client was using a market-leading proprietary marketing mix optimization solution that allowed them to plan their annual budget but did not provide sufficient transparency into individual relationships between marketing spend and business outcomes or the effect of macroeconomic and other variables on base demand. They wanted an in-house replacement for the external tool.
Transparency into the spending process and ability to provide business users with answers to their queries about the relationships between control, touchpoint variables and business outcomes.