How a global beauty leader uses AI-powered Marketing Mix Modeling to optimize its marketing ROI and brand equity

• Orchestrate over €10 billion in annual marketing spend across more than 50 diverse consumer touchpoints
• Identify the most effective levers by market, brand, and channel—from digital to retail activations, events, traditional media, and influencer strategies
• Maximize ROI while protecting—and reinforcing—the perception of brand prestige

• Frame strategic decision-making with a tailored scope for each market and brand context
• Benchmark brand performance against sector leaders and internal best practices
• Simulate 50,000+ marketing mix combinations, incorporating ROI, budget, brand equity¹, and sales targets

¹ Brand equity refers to the additional value a brand brings to a product or company. For more insights, explore our white paper ‘Long-term marketing performance, brand equity: measuring and optimizing to guide your decisions’ developed in partnership with the Marketing Performance Hub (Axa, Nestlé, Pernod Ricard & Ekimetrics)

• Ongoing optimization of marketing spend with precise allocation to high-performing channels
• ROI gains paired with improved long-term brand desirability—turning performance and image into complementary drivers
• Strategic deployment at a global scale, embedded within international campaign planning and marketing governance