Media Budgeting Strategy (ROI)

Banking company

Objectives

To provide suggestions for overall budget allocations from ROI modeling, based on ROI from each media channel from historical spends

Approach

  • Execute manual data loading and adjustments through UI to complement the automated ETL process for handling ad hoc data

  • Review the accuracy and comprehensiveness of modeling inputs using visual review tools

  • Create, test, save, and customize MMM models without the need for coding

  • Perform “What-if” scenario testing and optimize marketing plans

  • Conduct forecasting and variance analysis to track progress against planned outcomes

Outcome

Recommendations provided to re-allocate budgets across digital and offline platforms based on ROIs and effectiveness of platforms

01
02

8% potential uplift in incremental revenues based on recommended budget re-allocations across media