Client Case: High-End E-Commerce

How did a leading high-end e-commerce player revolutionize its marketing management with Insign's "Full Mix Modeling"?

In a highly competitive sector where every dollar invested needs to generate optimal returns, a major player in high-end e-commerce sought more than just simple campaign optimization. They wanted to anticipate and manage their performance with an edge over competitors.

Surpassing Traditional Management Limits

Faced with the collapse of "online first" attribution models and increasing economic uncertainty, the company needed to rethink its marketing performance measurement. The challenge: understanding the real impact of every lever in an environment where inflation, seasonality, and competitive actions directly affect results.

The "Full Mix Modeling" Approach

For two years, our teams carried out a comprehensive analysis that integrated:

• The entire endogenic marketing mix: digital channels, commercial operations, pricing strategy, and offering

• Exogenic contextual variables: seasonality, competitive activity (online and offline), macroeconomic inflation, and market phenomena

This hybrid approach, combining deterministic and probabilistic data, enabled the measurement of short and long-term elasticities of each marketing action in response to the competitive environment.

Results Transforming Performance

 The insights gained led to significant efficiency improvements:

• a 10% optimization in online media spending while achieving equivalent sales results,

• strategic innovation: the creation of an activity projection tool that anticipates performance and adjusts investments in real-time,

• a competitive advantage: a simulation and predictive management capability that positions the company ahead in its market.

This transformation perfectly illustrates our vision of Marketing Mix Modeling: more than just a retrospective analysis method, it's a real performance marketing lever through the optimal allocation of resources.