1.  Data-Driven Budget Strategy

We utilized media mix modeling to precisely pinpoint which channels had hit diminishing returns and which ones held the potential for growth.

2.  Leveraging Past Data to Predict Channel Efficacy

We identified that their performance had not yet plateaued, and they could continue to invest for a consistent rate of return. To push that return rate to its maximum, we needed to identify which channels were ripe for growth. Our initial modeling identified each channel’s contribution to their revenue.

3.  Amping SERP Ads Investment

SERP ads emerged as the client’s star performers, raking in $16 for each dollar invested. Heightening ad expenditure in this sector would ensure the brand appeared in more relevant searches, drive higher quality traffic to their site, and convert at an increased rate.

4.  Maintain Affiliates and Influencers

Affiliate marketing generated $25 for every dollar spent and was a powerhouse for this client, however this channel typically didn’t trigger demand just closed the loop on previously stimulated demand through hefty discounts. Influencers painted a different picture, bringing in spectacular returns of 24:1 while also generating new demand. However, the fickleness of social media virality made their influence unpredictable. Injecting more into SERP offered the brand a firmer grip and a steady outcome.

5.  Increasing the Social Media Budget

The brand’s social media channels were doing extremely well with a 9:1 return despite the relatively meager ad budget assigned to them. Our model forecasted that inflating the ad budget for social media platforms like Meta, TikTok, and Pinterest would attract more traffic and conversions.