Building a global marketing measurement program for a leading rental provider
To maximize the efficiency of their marketing budget and adapt to evolving market conditions, our client first sought to measure the impact of their marketing tactics across the customer journey. Ekimetrics deployed the first full-scale measurement of media within the organization and is quickly expanding the measurement plan to 6 countries and an additional line of business.
What we did
Challenge
Accounting for the complexities of the industry, particularly in the post-COVID era (ex. nationwide inventory shortages)
Unifying data measurement across a siloed organization.
Addressing the needs of multiple stakeholders, including the client’s media agency.
Our approach
A multistage MMM approach on multiple KPIs to understand marketing impact at every level of customer engagement, with granular insights at each level.
Sharing model outcomes and saturation measurements with the media agency for optimization of media plans.
Outcome
Deployment of an expanded measurement plan at each stage of the purchase funnel to support decision making across the organization.
A scalable data pipeline and modeling flow to allow for both quick expansion and timely updates aligned with key media planning windows. Optimizing on a semi-annual cadence using MMM results as inputs.
Close collaboration with the Ekimetrics team, building the foundation for a strong and transparent partnership and a shift in the organization towards data-driven decision making.
Initial optimizations identified +9% increase in efficiency on same spend.
Roll out ongoing for additional countries and LoBs (9x scope expansion), providing a unified global measurement program.
