Cracking The Granularity Problem In MMM
How we implemented MMM for a home decor brand and found which creatives were effective !!
Problem:
The brand ran 27 different campaigns throughout the year and wanted to understand which campaigns were working better.
Solution:
- We first built a net sales model and then built a second model to understand which creatives were more effective in driving sales.
- The creatives were grouped into different buckets to understand campaign effectiveness.
Impact
Identified Granular Insights
Identified the top 3 performing campaigns out of 27 thus helping in optimal marketing spend allocation
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