Our client had a complex matrix of media and response channels. Each media channel drove a different response across each response channel. The requirement was to understand the optimum mix of media to maximise profitability.
We built a set of linked, channel-level econometric models to capture and measure all the interlinked effects and fed them into our optimiser.
By setting budget constraints by channel and at a total level we were able to run forecast scenarios at different total spend levels to optimise ROI and to help the Marketing team make a case for increased advertising budget.