Modeling Home Loan Leads through MMM
How we used MMM to model home loan leads for a leading bank in APAC region
Problem:
What are the key drivers of home loan leads
To what extent are the marketing and media efforts driving the home loan leads?
How much incremental home loan leads would the bank get with 30% more marketing budget
Solution:
- Thorough EDA Analysis was performed
- We built a robust MMM model using our novel trifecta approach. Through this MMM model we understood drivers of home loan leads.
Impact
The bank learnt about the effectiveness of each marketing channel, thereby helping to refine its marketing strategies
28 Leads gained as a result of 30% increase in marketing budget.
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