+15% ROAS thanks to Marketing Mix Modeling
Core MMM to understand targets and better allocate investments. Where to accelerate and where to maintain presence: a data-driven insight between High Value and Core Target.
Core MMM helped a leading player in the financial sector distinguish where to push and where to consolidate between the High Value and Core Target segments, improving media mix efficiency and leading to a +15% ROAS.
For a leading player in the financial sector, we developed Core MMM, our proprietary approach to Marketing Mix Modeling, to support targeting and budget allocation decisions.
The model integrated media, promotional, competitive, and business data to weigh a concrete trade-off: accelerate on the High Value segment or consolidate presence on the Core Target. The goal was to grow ROAS by generating more stable value over time.
The Challenge
The High Value segment is more reactive and profitable, but the Core Target remains the base that ensures scale, coverage, and client portfolio quality.
The question was how to reorient media investments and promotional levers towards areas with the highest return, without dispersion and without saturating already pressured channels.
Our Approach
We built two distinct Marketing Mix Models, one for each target, to isolate the contribution of baseline, media, promotions, seasonality, and competitive dynamics.
AI accelerated the identification of patterns, saturation signals, and alternative scenarios. The expertise of our analysts transformed these findings into reliable insights and operational recommendations.
The result is a single interpretation of the numbers, shared among marketing, brand management, and finance, which is clearer and simpler to discuss.
In short: AI accelerates analysis, human experience weighs the deeper aspects of the data, and transforms data into decisions.
Measurable Results, Stronger Decisions
+15% ROAS thanks to a more selective media mix.
Greater focus on High Value, more sensitive to promotional levers.
Less pressure on saturated channels, with budget shifted towards levers with higher potential.
More shared decisions between marketing and finance, based on a common understanding of generated value.
High Value and Core Target: Balanced Growth
The model clarified the complementary role of the two segments: High Value as an additional growth lever, Core Target as the base for scale and continuity.
This leads to a strategy that builds value where the potential is highest, without weakening the base that supports overall growth.
A Common Decision Platform
For the Brand Manager: greater clarity on segments and touchpoints to activate.
For the CMO: more control over media budget, pressure, and efficiency.
For the CFO: a solid economic basis for evaluating impact and sustainability.
When choosing where to push makes a difference
Let’s talk to understand together where to intervene with greater precision.
