AGRI-FOOD

Marketing Mix Modeling

#Marketing Mix Modelling

#Python

#Agroalimentaire

#Ambition

Ambition
of the mission

The emergence of online media has greatly complicated the subject of budget allocation and has made it difficult for marketing teams to establish their media investment strategy. The challenge of our mission consisted in changing budget allocation practices to maximize the combined impact of channels on sales, using machine learning.

#Method

Our
approach

Think

When Data Science boosts MMM to boost sales

We opted for the implementation of an industrializable proof of value for tangible and rapid results, by bringing together Marketing & the IT Department. This first step, via a descriptive analysis, was also an opportunity to become aware of the impact of the campaigns before the implementation of this project.

Make

Choosing the right device to reduce Time to Value

This approach is based on several of our methods and best practices, on the skills of our analytics team supported by the technological solutions of our partners: Dataiku & Python. To support this use case, our team delivered a prescription model, based on an optimization algorithm specifically created for the occasion.

Scale

Data to Action

More than a simple algorithm, our insights can be activated and inform the marketing department's decision-making. The attribution process has been enhanced by an application that allows users to access a recommendation and simulation engine.

#Benefits

Indicators
of success

Better understanding Of the Impact of Campaigns

Optimization Expenses

A recommendation engine and simulation

#DataStories

Discover our
other use cases

See all our use cases