Optimising marketing budget allocation

Objectives

Our client’s marketing team asked Ebiquity to create a consistent, best-in-class measurement framework to evaluate marketing performance across its group of companies in the short, medium, and long term. They wanted to be able to make informed budget allocation decisions across brands, campaigns, and media channels.

Our Approach

Working closely with the client’s insight, marketing, and commercial teams, Ebiquity has provided a holistic view of marketing performance. The approach combines both Marketing Mix Modelling and Brand Equity Modelling.

Business Impact

Our Advanced Analytics team has enabled them to balance investment across brands, identify media opportunities, and improve overall marketing returns without sacrificing long-term performance. This evidence-based approach in marketing decision-making led to a 16% increase in marketing effectiveness for one brand and enhanced profit across the portfolio.