Marketing Budget ROI
Context
More efficient spending for a sporting goods company
Project Duration
More efficient spending for a sporting goods company
Expertise
More efficient spending for a sporting goods company
We constructed a macro-level analysis across all sales & marketing channels over a long time period to determine the relationship between marketing spend and sales for effective budget allocation.
The aggregate Sales Effects is the accumulation of the factors below - media activity, non-media activity, systematic exogenous factors and competitor activity
We then selected the appropriate advanced AI method given the client context. The figure below outlines our thought process when comparing the traditional marketing mix modelling methodology as compared to more advanced modelling.
Finally, we constructed a cockpit to visualise the impact on different marketing channels and how our client could optimise their spending
