Unlocking Marketing ROI: An OptiMine Case Study on Agile MMM for a Global CPG Brand

02/21/2025

In today’s fast-paced consumer landscape, traditional marketing mix modeling (MMM) often falls short—delayed insights, high costs, and lack of detail prevent brands from maximizing their marketing investments. That was the challenge facing a leading CPG brand.

 

The Challenge

 

The brand relied on conventional MMM to measure marketing performance and guide budget allocation. However, their existing models:

  • Were updated only 1-2 times per year—too slow for real-time decision-making.
  • Lacked detailed breakdowns by audience, segment, campaign, and creative.
  • Could not accurately measure Retail Media Network (RMN) performance.
  • Were too expensive and complex to scale across all brands.

These limitations meant the CPG brand was leaving valuable performance lift opportunities untapped.

 

The Solution

 

Enter OptiMine’s Agile MMM Solution, a cutting-edge measurement approach designed for real-time insights and deep granularity. OptiMine delivered:

✅  Daily sales data across all retailers, e-commerce, and RMNs.

✅  Detailed marketing performance breakdowns by channel, audience, and creative.

✅  Real-time scenario planning to optimize budget allocation.

✅  Accurate measurement of RMN incremental contributions to sales.

 

By leveraging OptiMine’s precision analytics, the CPG brand optimized media spend, fine-tuned audience targeting, and drove significant ROI growth.

 

What You’ll Learn

 

This case study explores how OptiMine transformed MMM for a global CPG leader. Inside, you’ll discover:

  • How an agile approach to MMM delivers insights 8-10x deeper than traditional models.
  • The real impact of Retail Media Networks (RMNs), including how to measure and optimize them effectively.
  • The power of real-time scenario planning to maximize budget efficiency.
  • How granular audience insights can drive higher ROI and smarter targeting.
  • Proven strategies for scaling measurement across multiple brands without skyrocketing costs.

 

👉 See how OptiMine’s Agile MMM unlocked hidden performance gains and drove massive ROI—download the full case study now:

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