How A Large Retailer Aligned MMM to Their Awareness–Consideration–Purchase Media Strategy
How we restructured a media model to mirror a three-stage funnel strategy, giving marketing and measurement a shared language.
The Story
The client’s media strategy was built around three distinct funnel stages: Building (upper funnel awareness), Nudging (consideration), and Connecting (purchase). Each with dedicated campaigns and creative. The MMM was not structured around these pillars, creating a disconnect between how the marketing team thought about their media and what the model was actually measuring.
This is the story of how we restructured the model to mirror the strategic framework, assigned a dedicated KPI to each funnel stage, and gave a major retailer a clear answer to a question their industry rarely solves: how do we close the gap between media strategy and measurement?
Our Impact
Full-funnel measurement
Model aligned to the Awareness–Consideration–Purshase strategy framework
Dedicated KPIs per pillar
Each media pillar backed by a modelled contribution and measurable outcome
Shared language
Strategic and tactical outputs aligned to both client objectives and agency planning
How We Solved This Large Retailer’s Problem
Problem
The client’s media strategy was built around three distinct funnel stages: Building (upper funnel awareness), Nudging (consideration), and Connecting (purchase). Each with dedicated campaigns and creative. The MMM was not structured around these pillars, creating a disconnect between how the marketing team thought about their media and what the model was actually measuring.
Solution
We restructured the model to mirror the strategic framework, assigning a dedicated KPI to each funnel stage. Brand awareness for Building, branded search and consideration for Nudging, and revenue for Connecting, using a nested modelling approach. This gave both the client and the agency a shared language between media strategy and measurement, ensuring every strategic pillar had a measurable counterpart in the model.
Core approach: nested modelling framework + dedicated KPIs per funnel stage + full-funnel alignment to strategic pillars.
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