10% Lift in Sales
How MMM helped an e-commerce brand achieve 10% lift in sales
Problem:
The client, an e-commerce firm wanted to understand what campaigns were working for their two product categories:
Women wear and Jewellery
The client had launched different promotional campaigns on various social media platforms (Instagram, YouTube, Facebook) and were running discount schemes as well on their website.
The client also wanted to understand whether influencer marketing investments made were effective in driving sales on their website.
Solution:
- Two separate MMM models were built for Women-wear and Jewellery categories.
- The impact of each social media campaign and platform on sales was quantified.
- MROI was computed for both categories to understand which campaigns were more effective.
- Effect of influencer marketing on sales was captured
- Optimal budget strategy was suggested for both women wear and jewellery.
Impact
Sales lift observed in women wear category – 15%
Sales lift observed in Jewellery category – 10%
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