Marketing Mix Modeling for
FMCG
Having worked with multiple international FMCG brands for more than 20 years, we recognize the challenges faced by Marketers. Operating in a highly complex market with tons of competition and decentralized data is a bottleneck that we can help you remove. How do we do that?.
With their extensive experience, our team of experts will help you dig into how competition is influencing your sales to adjust your marketing tactics accordingly. They will provide you with centralized insights in the form of ready-to-use dashboards, holistic analysis, and optimized budgets.
%
Increase in ROI*
%
Increase in Sales*
*Key Results for our FMCG Clients
FMCG Measurement
Kellogg’s team presented us with a strategic challenge: the effective allocation of their marketing budget between trade and media initiatives.
To tackle their query, we harnessed the power of two robust tools by MASS Analytics: MassFeeds and MassTer. These tools were instrumental in automating the entire process, offering unparalleled efficiency. As a result, the team was empowered to make strategic decisions that would propel them forward.
“Ramla helped us understand our levers and helped us through the projects she led… Ramla was not a consultant but a true Partner in the business and was able to face with brilliance all the challenges that we have given to her. It was a real pleasure to work with her and MASS Analytics.”
Director of Analytics at Global FMCG
Chat with our Team of FMCG Experts
Frequently Asked Questions
When building Marketing Mix Models, do you take into account seasonality and external factors?
Yes, seasonality and external factors such as weather, economic conditions, financial conditions, are part of our analysis. They are included into the marketing mix models as variables to allow us to identify how they contribute to sales (positively or negatively)
Can you take into account the sample sent with products?
Yes, samples are represented as non-revenue orders. They are modeled in addition to the sales model and can be used to asses if samples influence sales.
What’s the difference between using MMM and MTA for measuring marketing performance?
Besides the fact that it requires aggregate data that is privacy compliant, Marketing Mix Modeling allows you to uncover the long-term effect of your media investments.
I only have 1 year of data, can I still run an MMM analysis?
Yes, if you have weekly data for 1 year, we can use that as an initial point to start building your first Marketing Mix Model and then deploy a rescoring approach where we input the new data available on a quarterly basis.
Do you have a tool I can use solely for optimization purposes?
Since we know that optimization is a major need for e-commerce companies, we have developed a dedicated optimization tool called “masster insights” to be shared among teams. It allows for revenue and budget optimization while giving you the liberty to adjust periods for seasonality and build your own constraints.
