5% reduction in CAC
How we used MMM to model football crowd attendance
Problem:
What are the key drivers of Crowd Attendance
Solution:
- We built a robust MMM model using our novel trifecta approach. Through this MMM model we understood drivers of crowd attendance. How much each marketing channel contributed.
- In the budget optimization stage, we converted the problem into optimizing for Customer Acquisition Cost (CAC).
Impact
Accurately identified drivers of crowd attendance, thereby helping future marketing planning
Provided a solution to reduce CAC by 5% through ArymaEdge budget optimization algorithm.
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