Marketing Mix Optimization for a global airline group with existing measurement
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.
What we did
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
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
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
