Airline: MMM Measurement to Cope with Crisis

Airline: MMM Measurement to Cope with Crisis

It is easy to forget that Marketing Mix Modeling should help business leaders get work done — effectively, efficiently, and inexpensively. In order to achieve these goals, the MMM team must understand the business situation their work must support.
As the COVID-19 airline crisis hit the world, companies found themselves in urgent need of reacting fast. As a result, they required clear insights to help them minimize the impact of the airline crisis on their performance. By using MASS Analytics’ expertise and technology, we helped our client better grasp the situation in record time. In this use case, we outline how we answered detailed business questions related to the impact of COVID-19 airline situation on the main KPI.

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A major CPG brand operating in multiple countries expressed the desire to in-house part of their MMM projects related to specific brands in some countries. The international brand collaborated with MASS Analytics to create an agile, swift, and secure internal Marketing Mix Modeling process.

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