7% lift in Revenue
How MMM helped identifying the most effective campaigns out of 300 social media campaigns
Problem:
The client, a tech company, had run 300 different campaigns on Google, Facebook, and Instagram in two yearsโ time. Due to large no. of campaigns running at different point in time, the client wanted to understand which were the most effective digital campaigns driving revenue.
Solution:
- We implemented a modern MMM for the digital campaigns which the client was running across Google and Facebook.
- Most campaigns were running for a short duration, hence weekly MMM model was built to understand which campaigns were driving revenue.
- The most effective campaigns were studied further for what marketing communication worked.
- Out of the 300 campaigns running, 20 campaigns were found to be driving 72% of the overall revenue.
