Profitable Sustainable Growth
Your Portfolio Is Your Biggest Lever.
Treat It Like One.
随着营销生态日趋复杂，领导者需要的不仅是碎片化的绩效衡量。
通过营销组合模型，建立对营销如何驱动业务成果的共识——助您在整个组织内做出自信的投资决策。
大多数企业虽能进行基本的营销效果评估，却难以清晰追溯投资与业务增长及投资回报率之间的关联。借助营销组合模型，帮助企业建立对增长驱动因素的共识，助力团队做出自信的投资决策。
依靠直觉决策，而非数据
没有借助营销组合模型看清影响生意变化因素，预算分配就容易被渠道短期表现带偏。渠道、品牌、营销等因素难以量化比较。
成功标准难以统一
营销、财务、商业团队对成功的定义不同，行动方向自然各异。没有统一的衡量基准，优化过程就变成了谈判妥协，而不是基于事实的理性选择。
短期表现优于长期增长
当短期数字主导资源分配，长期建设便沦为牺牲品。可衡量的渠道拿走预算，不可衡量的价值被边缘化，增长的可持续性无从谈起。
A Marketing Portfolio Decision Capability,
Not Just a Planning Tool
Traditional brand portfolio reviews produce presentations. Profitable Sustainable Growth produces decisions. Embed scenario-based allocation directly into your planning governance with Ekimetrics and turn your portfolio into a steerable asset.
Quantify trade-offs instead of debating them qualitatively
Run portfolio optimizations at key moments in the cycle: annual, mid-year, in-year
Make scenarios exportable and governance-ready
Share unified ROI view across the full brand and market matrix
Diagnose Portfolio Performance
Know where you stand before you decide where to go.
Access a consolidated, comparable view of investment and ROI across all your brands, markets, and categories, in one place. Identify where you're over-invested, where you're under-invested, and what's driving the gap.
- Map A&P spend versus ROI across your full portfolio
- Visualize over- and under-invested pockets of growth
- Compare performance across regions, categories, and brands and markets with a consistent lens
- Build the shared fact base your C-suite needs to align on priorities
Ground Marketing Allocation in Business Reality
营销组合模型的意义，在于改变真实的投资决策。
脱离商业语境，模型无人问津；缺少可复用的流程，洞察永远困在少数人手里。
结果往往是：分析做了，但决策照旧。
Ekimetrics 将结构化决策流程与深度专业能力合二为一，让 MMM 驱动行动，而非止步于分析。
Quantify Cross-Brand Trade-offs with Scenario-Based Allocation
传统的营销组合模型通常在决策之后产出分析。
借助Ekimetrics的解决方案，企业可将营销组合模型无缝嵌入生意规划和投资流程，用数据直接指导决策。
- 建立跨团队的业绩、目标共识
- 实现跨渠道、跨品牌、跨市场的协同规划
- 在预算锁定前，让取舍一目了然
- 借持续学习机制，驱动决策迭代
Align Global and Local Teams Around One Source of Truth
The best tool doesn't win on features. It wins on governance.
Give global and local teams a shared workspace to review scenarios, suggest adjustments, and validate marketing budget decisions, without endless back-and-forth in spreadsheets. Build the process that makes budget allocation decisions stick.
- Share optimization scenarios between group and market teams
- Iterate on scenarios with structured commenting and version tracking
- Avoid back-and-forth Excel exchanges with a transparent, auditable decision workflow
- Export governance-ready outputs for leadership reviews and cascade into local planning
Platform + Services. Because Technology Alone Doesn't Change Decisions.
Profitable Sustainable Growth combines an AI decision platform with structured expertise, so the tool fits the way your organization actually makes decisions, and adoption sticks beyond Year 1.
- Business and strategy alignment: Translate strategic priorities into marketing portfolio optimization inputs, aligned across brands, markets and regions
- Decision governance: Design the scenario planning cadence and governance model that makes scenarios actionable at group and local levels
- Enablement and adoption: Embed the decision platform into your annual and in-year cycles through training, coaching, and scenario workshops
Eki.Decisions 决策智能引擎
MMM 的价值，在于它能反映真实的生意情况。
借助 Eki.Decisions，企业可以将营销影响与定价、产品组合、销售等商业决策相连，在各个部门共同理解、认可的情况下中制定商业计划。
- 整合营销、定价、产品组合与销售决策
- 以统一的业绩视图凝聚团队共识
- 赋能跨职能的场景规划与沙盘推演
- 在品牌、市场与业务单元间推行一致的治理框架
From Portfolio Decisions to Enterprise Impact
以 MMM 明晰营销对业绩的驱动逻辑，再通过 Eki.Decisions 平台，将这套决策逻辑复制到企业运营的每一个角落。
营销活动优化
优化媒体与创意内容，推动投资回报率提升
客户价值管理
运用细分和客户生命周期价值（CLV）实现旅程个性化，提升客户留存率
销售与运营优化
优化销售网络、组货策略与销售团队执行力，以更好地满足客户需求