How Pierre & Vacances-Center Parcs made Marketing Mix Modeling a strategic decision-making lever
Faced with high organizational complexity, siloed management, and increasingly strategic budgetary trade-offs, Pierre & Vacances-Center Parcs revamped its marketing governance to place data at the heart of its decision-making. Relying on Marketing Mix Modeling (MMM) and the One.Vision platform developed by Ekimetrics, the group created a unified strategy, strengthened its analytical culture, and gained in agility in the reallocation of its investments at the European level.
Learn more about the Pierre & Vacances-Center Parcs business case.
What we did
Challenge
In the context of the project led by Ekimetrics, several of the group’s key markets were analyzed: France for Pierre & Vacances and France, Belgium, the Netherlands, and Germany for Center Parcs. The PVCP had a clear ambition: to modernize its marketing management for better coordination of its investments, to align its European-level decision-making, and boost the performance of the two brands in an increasingly competitive ecosystem. But this transformation had to overcome several structural obstacles, including:
- Different practices depending on the brand, with sometimes poorly coordinated tools, which complicated the creation of synergies and the sharing of a common vision. Management occasionally relied on intuition, based on a digital attribution that was biased and not suitable for long-term concerns
- Difficulty balancing marketing budgets in a context of brand repositioning and changes in customer expectations, between customer retention and acquisition
Our approach
To address these challenges, Ekimetrics supported PVCP during the transformation of its decision-making model via a roadmap centered around Marketing Mix Modeling (MMM) and its One.Vision platform that provided:
- Structuring of a common reference framework to read, compare, and steer performance marketing by involving all the stakeholders
- Progressive deployment of the models and mix marketing training for more than 40 employees
- Activation of insights via large-scale scenario simulations, aligned with key activation moments
Outcome
From the first year, Pierre & Vacances-Center Parcs significantly increased its media productivity and laid the foundations for sustainable performance thanks to a cross-functional monitoring and careful management of its investments. This resulted in:
- Over €50M optimized investments and over 20% projected average incremental ROI on the proposed trade-offs
- Approximately 40 employees trained on the platform, of whom about fifteen use it regularly. To support adoption, a decentralized governance was implemented with a “champion” per country, a guarantor of ownership and best practices in the field
- Sustainable integration of MMM in operational decision-making, with concrete adjustments (e.g., rescheduling of an annual TV campaign) inspired by the model’s recommendations
