Costs reduced by 20% thanks to the continuous optimization of Core Forecast
Core Forecast: deciding before investing. How the Marketing Mix Model becomes an operational tool for simulating media, promotions, and expected results.
A major e-commerce company wanted to evolve its media and marketing planning: not just measuring results after the fact, but anticipating the effect of different choices before investing.
The goal was to evaluate multiple options and estimate their impact on sales, revenue, and margins. To do this, they adopted Core Forecast, the tool developed by Core Analytics that utilizes coefficients, elasticity, and response curves from the Marketing Mix Model (MMM).
The platform is designed to be used directly by the client and is updated over time to improve functionality and precision.
The challenge
The complexity of the media mix, from TV to CTV and digital channels, made it increasingly difficult to isolate the contribution of individual levers and interpret their combined effect. A fast tool was needed to compare budget hypotheses, media combinations, and possible reallocations before activating campaigns.
Our approach
Core Forecast extends the value of MMM beyond analyzing past performance: it estimates the effect of different marketing choices, including promotional activities, before implementing them.
The client builds scenarios, modifies variables, and verifies the expected impact in seconds. The model thus becomes an operational tool for planning.
The platform combines AI, econometric models, and consulting expertise.
The technology processes various combinations of media and marketing levers, while the analysts’ experience helps interpret discrepancies between forecasts and actual data, transforming them into useful insights for management.
Measurable results, more solid decisions
Operational autonomy: scenarios built and simulated directly on the platform, without ongoing assistance from Core Analytics.
Forecast variance under 15% in normal conditions, with an average deviation generally lower than 10%.
Cost reduction of up to 20%, thanks to the identification of the most efficient combinations of media, promotions, and investment levels.
Real-time scenario evaluation, with application response in just a few seconds.
Implications for marketing and finance
For the Brand Manager: simulate campaigns before launch and calibrate pressure across TV, CTV, and digital channels.
For the CMO: more robustly compare budget hypotheses and reallocations across touchpoints.
For the CFO: link marketing investments to expected returns, margins, and impact on the P statement.
What if every hypothesis could be transformed into a media scenario in just a few clicks?
With Core Forecast, the econometric model becomes a continuous simulation tool, useful for guiding choices before activation.
We start with your data and work together to build planning that is more predictive, more autonomous, and more useful for business decisions.