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Market Mix Modeling & Budget Simulation for Automotive Brand
Project Overview
Challenge
A top automotive brand was investing across digital, TV, print, and influencer campaigns but lacked a scientific model to attribute ROI across multiple channels, simulate budget reallocations, and forecast campaign outcomes under varying conditions. They needed a Market Mix Modeling (MMM) solution with embedded budget simulation capabilities to make smarter, data-backed marketing decisions.
Our Solution
We designed a regression-based MMM engine supported by interactive dashboards and budget scenario planning.
Data Aggregation & Feature Engineering
Unified 2+ years of campaign data from multiple sources, modeled lag effects, seasonality, and channel interactions, and engineered spend saturation curves and diminishing returns logic.
MMM Model Architecture
Used multi-linear regression with regularization, validated across product lines, time segments, and geographies to output incremental lift per dollar spent per channel.
Budget Simulation Interface
Built interactive dashboards using Power BI, enabled real-time 'what-if' budget allocations, and forecasted reach, conversions, and ROI at simulated levels.
Recommendation Engine
Embedded optimization module for suggested budget allocation aligned with business constraints (e.g., fixed TV minimums).
Results
+18% Improvement in Marketing ROI
Achieved significant improvement in marketing return on investment through data-driven budget optimization and channel attribution.
Faster Campaign Planning Cycles
Interactive scenario modeling enabled faster campaign planning cycles with real-time budget simulation capabilities.
Data-Backed Budget Justification
Provided scientific evidence for shifting marketing spend from TV to digital channels based on performance data.
Improved Boardroom Alignment
Enhanced alignment between marketing and finance teams through transparent, data-driven budget allocation decisions.
What Our Client Says
This is now how we justify marketing budgets to leadership — with numbers, not just narratives.