From Media Optimization to Promotional Forecasting: How Did a CPG Leader Boost Performance by +11% ROI?
In the fiercely competitive consumer goods landscape, where every performance point matters and promotional cycles drive sales, our marketing mix modeling approach aimed to optimize marketing performance, particularly media investments and promotional activities.
The Challenge: Managing the Complexity of the CPG Mix
With multi-channel media investments, intensive promotional operations, and ongoing price wars, the company operated in an ecosystem where every variable impacts performance. Traditional attribution models no longer revealed the real growth drivers in a saturated, hyper-reactive market.
Our CPG-Focused "Full Mix" Approach
Over two years, we reviewed the complete marketing mix: cross-channel media levers, business operations, pricing strategies, and product offerings.
This study was complemented by integrating external data such as:
• CPG contextual variables: macroeconomic indicators, detailed seasonality by category, specifics of each geographic market
• Competitive Intelligence: competitors' promotional activity, share of voice, launch strategies
• Predictive Modeling: dedicated algorithms for forecasting promotional performance and cannibalization effects
Results that Redefine Performance
The results of our study had a direct impact on the company's strategy:
A reallocation of media investments led to an 11% increase in overall return on investment (ROI).
The creation of a new projection standard for more accurately predicting future promotional performance.
This case perfectly illustrates the evolution of Marketing Mix Modeling in Consumer Goods: from retrospective analysis to a predictive tool that turns promotional strategy into a measurable competitive advantage.
