Case Study: Finance Company
THE PROBLEM
Our client needed an accurate method for measuring marketing performance in the absence of control markets. Without a control group, it was challenging to establish a reliable baseline for measuring the true impact of their media efforts on key performance indicators (KPIs).
OUR CHALLENGE
To address this, we required a measurement approach that could account for the absence of control markets while providing an accurate, dynamic baseline that could adapt to fluctuations in the client’s business performance over time, including growth, seasonality, and the introduction of new marketing channels.
OUR SOLUTION
We implemented a portfolio modeling approach that:
Modeled the KPI as a function of marketing portfolio inputs and other relevant variables to perform a counterfactual analysis.
Enabled the creation of an intelligent baseline that simulated the scenario as if the client’s media efforts were not in the market.
Developed a custom and dynamic baseline that evolved with the client’s business growth, seasonal changes, and new marketing channels, ensuring accurate, real-time measurement adjustments.
THE RESULTS
With this modeling approach, we successfully established a reliable baseline that:
Allowed for accurate, ongoing measurement of media effectiveness, even without control markets.
Enabled the client to dynamically track marketing impact and make informed decisions based on real-time performance shifts.
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