Evolving Beyond MMM and MTA with Unified Commercial Decisioning
Our client, a large multi-national company, was benefiting from a robust Commercial Mix Modeling framework that went beyond Marketing Mix Modeling to include greater granularity and deep understanding of the total business. Facing a dynamically changing environment with high competition and the need for continuous experimentation, the client required always-on business insights capabilities to fuel competitive advantage. Analytic Partners and the client worked closely to create a framework for Live Models to allow the client to continuously optimize.
Our client’s existing commercial mix modeling program had a strong history, serving as the central marketing ROI measurement framework and the basis for future-focused planning and budgeting decisions. However, the client’s tools for real-time performance lacked always-on business insights to allow the client to continuously optimize their efforts.
Analytic Partners introduced a LIVE Model framework that allowed for “real-time” insights as data is made available. Two key success enablers were defined, strategically planned out and executed:
By leveraging services integrated with GPS Enterprise, Analytic Partners’ proprietary technology, Live Models fundamentally changed the way the client leveraged marketing measurement.
Analytic Partners’ Live Models provided always-on insights to inform business decisions and continuously optimize their marketing efforts in addition to on-demand analytic support for real-time / right time decision-making. Insights delivered led to changes in communication plans that drove profit for the organization and doubled marketing ROI.
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