成功案例

How a global beauty leader uses AI-powered Marketing Mix Modeling to optimize its marketing ROI and brand equity

A global beauty leader, known for the strength of its portfolio and presence in over 150 markets, implemented an advanced AI platform enriched with Ekimetrics’ Marketing Mix Modeling (MMM) solution. The objective? To orchestrate strategic marketing investments, maximize media ROI, and balance short-term performance with long-term brand equity.

€10+ billion

in annual marketing budget optimized by AI

50,000+

scenarios simulated to build the most effective marketing mix

A data-driven platform designed

to align performance with brand equity worldwide

项目实践

解决方案

客户挑战

Orchestrate over €10 billion in annual marketing spend across more than 50 diverse consumer touchpoints
Identify the most effective levers by market, brand, and channel—from digital to retail activations, events, traditional media, and influencer strategies
Maximize ROI while protecting—and reinforcing—the perception of brand prestige

解决方案

Frame strategic decision-making with a tailored scope for each market and brand context
Benchmark brand performance against sector leaders and internal best practices
Simulate 50,000+ marketing mix combinations, incorporating ROI, budget, brand equity¹, and sales targets

¹Brand equity refers to the additional value a brand brings to a product or company. For more insights, explore our white paper ‘Long-term marketing performance, brand equity: measuring and optimizing to guide your decisions’ developed in partnership with the Marketing Performance Hub (Axa, Nestlé, Pernod Ricard & Ekimetrics)

项目成果

Ongoing optimization of marketing spend with precise allocation to high-performing channels
ROI gains paired with improved long-term brand desirability—turning performance and image into complementary drivers
Strategic deployment at a global scale, embedded within international campaign planning and marketing governance