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Success story

Marketing Mix Optimization for a global airline group with existing measurement

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The airline client aimed to establish a cohesive strategy across the two brands that could bring together existing measurement approaches and enhance their ability to measure media impact for each market on bookings & sales. ​ Ekimetrics built a suite of models to facilitate data driven decision-making and drive enterprise value at VP level.

Custom measurement including 2 Brands across 14 markets
Deployed Ekimetrics' bespoke MMM platform, OneVision
3
Dedicated modules to target objectives across the business (Brand, Digital & Channel)
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What we did

01

Challenge

Strong existing maturity within MTA & Incrementality Testing​

Identifying true causal impact of Always On levers such as Paid Search​

Providing a unified vision across two distinct brands

02

Our approach

Triangulation & Measurement Framework Bayesian approach which integrates prior assumptions from wider measurement. Quarterly Updates​ with a dedicated learning agenda to improve models via test & learn Close Collaboration​

Understanding the application of each measurement type to build trust in program​

03

Outcome

Holistic decomposition of the business performance thanks to a Causality layer and transparent checks on Model Statistics​

Flexible results aimed at refining models via a testing framework​

Trust from our business teams to ensure adoption for decision making transcends upwards to VP level. Automation of tools and processes for quick model updates and relevant results for business planning via our Onevision Platform​

Frequent contact and extensive trainings with the core client team & agency via Platform Champions network to create gains​


    

Challenge

Our approach

Outcome

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