Decision / Germany / FMCG
Touchpoint efficiency for a new brand launch campaign
"The brand’s marketing team now owns a comprehensive touchpoint navigation system that supports their planning processes."
Business issue
A successful FMCG client was seeking to evaluate the initial marketing initiatives after launching a new brand into a new market segment – a situation, in which typically Marketing Mix Models cannot be applied.
Understanding the performance of different touchpoints in the marketing mix was therefore critical to maximise efficiency and ROI of media-spendings, and aid future decisions.
Our solution
A longitudinal survey of brand KPIs accompanied the initial launch phase. This enabled a close monitoring of brand image and perceptions as well as media channel efficiency.
The brand marketing mangers could understand each touchpoint’s impact and efficiency per consumer funnel stage.
A carefully curated set of investment scenarios was simulated and the optimal investment allocation across the channels enabled the marketing manager to steer the brand with confidence towards optimal sales outcomes.
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Impact
The brand’s marketing team now owns a comprehensive touchpoint navigation system that supports their planning processes. By simulating sales outcomes while controlling channel efficiency, the brand could also optimise marketing campaigns for different target groups at each stage of the purchase funnel.
The team has successfully optimised the marketing mix, even in an early state of launch when no data for typical marketing mix models are available, providing them with an early launch phase marketing budget optimisation tool.
Initially launched in the local German market, this approach is now a blueprint for all global markets.
