How Accor optimized its investment marketing thanks to Marketing Mix Modeling
Given the multiplicity of its marketing levers, Accor decided on data-driven marketing management. Thanks to its Marketing Mix Modeling strategy and progressive deployment of the One.Vision solution, the group lays the groundwork for more rational marketing with more educated decision-making, a more precise reallocation of budgets, and better collaboration between business teams as a result.
What we did
Challenge
In a context of digital transformation and channel fragmentation, Accor wanted to professionalize its marketing investment management while strengthening collaboration between all the stakeholders in the ecosystem (local and regional marketing teams, the media agency, the group’s marketing and finance board of directors) to compensate for:
- The lack of reliable measurement of the actual performance of all the marketing levers across all the markets and Accor brands
- The complexity of analyzing each campaign’s impact on the various business objectives managed by the group: direct/indirect reservations, brand awareness, and profitability
- A lack of objectivization of marketing budget allocation at different levels of granularity (markets, funnel levels, levers), with saturated or under-invested trade areas
Our approach
Accor partnered with Ekimetrics to build a group-wide Marketing Mix Modeling programme that relies on:
- Building econometric models across the entire funnel covering all of the programme’s markets and brands, and enabling management of several KPIs of interest to the group: direct/indirect reservations, profitability, and brand awareness
- Programme governance led by the group and involving all local and global stakeholders: marketing and finance teams, and the media agency
- Progressive deployment of One.Vision as a budget control center for the entire programme, with training and ongoing support
Outcome
The programme allowed Accor to align strategy, performance, and marketing execution by leaning on reliable data and actionable recommendations, enabling the group to:
- Identify incremental revenue thanks to optimized reallocation
- Facilitate budget planning thanks to scenarios tested in advance
- Align all stakeholders thanks to a tailor-made governance
