Optimize your Marketing spend
leveraging Tiger Analytics’ MMX Solution
Most of the existing MMX solutions fail to provide insights which are timely, actionable, reliable & accurate!
Lack of accurate insights after accounting for all factors (Marketing, Internal & Control)
Difficulty in scaling to multiple brands, channels, regions, and marketing touchpoints
Lack of user-friendly dashboards and limited predictive capabilities
Significant time for model refresh
Introducing Tiger Analytics’ MMX solution to help clients understand the true value of marketing investments!
Tiger Analytics’ MMX solution helps organizations drive better ROI from various marketing initiatives by leveraging best-in-class Machine Learning techniques. It uses holistic set of data sources, scales easily to multiple brands/channels/regions and comes with interactive Scenario Planner and Market Mix Optimizer applications
Marketing Mix Solution for a Fortune 100 CPG-Pharma Conglomerate to drive 1 Billion $ marketing spend
Drive better ROI from your marketing initiatives!
Comprehensive data sources
The solution can tease out the impact of not only marketing channels, but also external/macro-economic factors. Below is an overview of the data-sets considered
- Media Data (Spend, GRP, Impressions and Clicks etc.) at the most granular level by Market x Geo x Segment and time period (week)
- Non-Marketing activities (price, events, coupons, organic search and promotions) at the same granularity
- Control variables (macroeconomic factors, competitor price, brand equity, competitor media and promotions) at the same granularity for modeling
Comprehensive data sources
The solution can tease out the impact of not only marketing channels, but also external/macro-economic factors. Below is an overview of the data-sets considered
- Media Data (Spend, GRP, Impressions and Clicks etc.) at the most granular level by Market x Geo x Segment and time period (week)
- Non-Marketing activities (price, events, coupons, organic search and promotions) at the same granularity
- Control variables (macroeconomic factors, competitor price, brand equity, competitor media and promotions) at the same granularity for modeling
Best fit Modelling approaches
We choose appropriate modelling techniques based on the available data and the output accuracy
- Multiplicative or log-log model to capture synergy effect and to enforce constant elasticity.
- Bayes modeling techniques for imparting our prior beliefs about the coefficients into the model
- Mixed effects modelling when applicable
- Indirect models to measure the impact of traditional media on online activity
Intuitive Insights
The solution comes with a business-friendly front end with a plethora of pre-built reports & dashboards to consume the findings
- Modelling insights (Recommendations for channels, state of market, Channel performance (contributions, Due to charts, ROI, source of change etc.)
- Recommendations for optimizations (Marginal ROI, Channel response curves, Channel deep dive, optimal allocations & creative mix)
The solution also provides a scenario planning and an optimizer tool
Intuitive Insights
The solution comes with a business-friendly front end with a plethora of pre-built reports & dashboards to consume the findings
- Modelling insights (Recommendations for channels, state of market, Channel performance (contributions, Due to charts, ROI, source of change etc.)
- Recommendations for optimizations (Marginal ROI, Channel response curves, Channel deep dive, optimal allocations & creative mix)
The solution also provides a scenario planning and an optimizer tool
White-Box Solution – No IP Rights
Tiger Analytics’ MMX solution is a white- box solution (unlike productized offerings) which enables:
- Retain the intellectual property & code associated with the solution
- Build a solution that delivers competitive advantage – not made available to your immediate competition
- Level up your trend identification process without any license fees.
Key Outcomes Delivered
30-50% acceleration in implementation compared to a bespoke approach
Helped optimize $1B of marketing spend across online and offline channels
Identified close to $20 Million of marketing spend for potential reallocation across markets/channels
Model based allocation of ~90M marketing budget across marketing channels helped in capturing ~2B in yearly sales
Why Tiger Analytics?
Solution implemented at 25+ leading companies across CPG, Retail, FS, T&H, Telecom
Open Box approach to our IP. You get access to our solutions and innovations.
Best of Domain, Technology and Consulting expertise to help drive value realization
Recognized as a leader in delivering advanced analytics solutions by Forrester
