MMM in Assisted SaaS for Ferragamo in the US Market
How Core MMM Helped Intarget Transform Media Effectiveness Measurement into Concrete Budget Optimization Scenarios.
Key Benefits
In Summary
What Problem Does It Solve?
It helps understand which media investments generate incremental value, going beyond platform-specific metrics.
Who Is It For?
For brands and media agencies managing multi-channel investments.
What Is the Result?
A more effective reallocation of budget between awareness and performance media, with a more robust overall ROAS and a clearer understanding of communication's role in brand growth.
What Makes It Different?
The Problem
Why Traditional Approaches Are Not Enough
Attribution metrics and platform reports are useful, but they only tell part of the performance story. They don’t always distinguish between already anticipated sales, incremental effects, channel saturation, and the impact of external factors like seasonality or market trends.
This is why MMM cannot remain just an ex-post snapshot: it must help the team better interpret what has happened, update hypotheses, and evaluate investment scenarios before making decisions.
The Solution: Core MMM in Assisted SaaS Mode
Core MMM is Core Analytics’ platform for Marketing Mix Modeling: it integrates media data, sales, and contextual variables to estimate the incremental contribution of channels, measure ROAS, and simulate alternative investment scenarios.
For the Ferragamo project, Core Analytics worked as Intarget’s technological and operational partner. The platform provided the analytical work environment, while the Core Analytics team supported the agency in data architecture construction, output interpretation, and scenario simulation.
How It Works
Input. Media investment data, sales, channels, funnel levels, and contextual variables.
Method. Econometric modeling to estimate driver contribution, saturation, and lagged effects.
Output. ROAS, incremental contribution, and scenario simulations to evaluate different media mix hypotheses.
Typical Timelines
Results Achieved
The collaboration allowed Intarget to support Ferragamo with a clearer and more independent understanding of media effectiveness in the US market.
Core MMM reconstructed ROAS by funnel and channel, highlighting digital’s role in generating most of the incremental revenue and enabling testing of alternative budget reallocation scenarios.
Among the most relevant outputs, the simulation with an unchanged budget showed how a more balanced reallocation between awareness and performance media could improve overall ROAS. The model also identified an efficiency threshold for digital investment, beyond which profitability tends to decrease rapidly.
Operational recommendations also highlighted the opportunity to concentrate investments more heavily during periods of higher potential.
Who It's For
Suitable if: you manage multi-channel media investments, have sufficiently structured data, and want to use MMM not just for measurement, but to better guide future budget decisions.
Not suitable if: you are only looking for a tactical platform report, without integrating external data, simulating scenarios, or using the model to guide planning.
Frequently Asked Questions
Is Core MMM just software?
No: in Assisted SaaS mode, the platform is supported by the Core Analytics team.
What Results Does It Produce?
ROAS, incremental channel contribution, funnel analysis, and media mix simulations.
Why Is Consulting Support Needed?
Because the value of MMM comes from interpretation: results must be read in the correct context and transformed into operational decisions.
Want to understand where your media budget can generate more value?
With Core MMM, we analyze the real contribution of channels, identify areas of inefficiency, and simulate budget reallocation scenarios.
