Faster Media ROI Analysis for a Global Sportswear Brand

ENABLING MEDIA ROI ANALYSIS IN MINUTES

Our sportswear client was not getting the most out of their media budget. They needed a more efficient solution than a marketing mix model to quickly analyze their media ROI.

OUR BOLD AMBITION

To deliver a best-in-class cookieless measurement solution that enabled media ROI analysis within minutes so the brand and media agency can quickly move the budget into top-performing channels to drive better business outcomes.

OUR SOLUTION

We delivered a regression-based attribution (RBA) model that significantly expedited and enhanced the brand and media agency’s ability to optimize budget allocation.

Our approach included:

• Leveraging Google Colab notebooks, Python, and other tools to build and deliver the model
• Applying machine learning models to analyze media effectiveness
• Building a solution that moved the brand away from a last click attribution model

Our RBA model was delivered in just 2 weeks. Compared to MMM, which can take up to 10 weeks, we created 280 hours in time savings and $95k in cost savings.

Bilal Mussa
Data Science Project Lead, Acceleration

OUR RESULTS

• Delivered a measurement solution at speed
  Creating time and cost savings
• We delivered our RBA model in 2 weeks
  Compared to MMM, which can take up to 10 weeks, we created 280 hours in time savings and $95k in cost savings
• Reduced time from raw data to insight to action by nearly 100%
  We reduced timelines from 2 weeks to minutes by creating a more user-friendly solution
• Uncovered key insights
  We identified opportunities to shift media investment into top performing channels