The following case studies will demonstrate how marketing-mix modeling can provide insights and strategic guidance in how
to leverage marketing spending to re-charge stagnant growth, improve new-product success and better justify marketing investments to upper management and Boards of Directors. It will also show how these capabilities can uncover large and hidden
opportunities, whether marketing budgets are hundreds or just a few million.
Banking and Finance
A regional bank expanded into 4 new markets. Over the past year, some branches were
affected by Hurricane Katrina. Our task was to help the bank understand the trade-offs
between expanding bank penetration in new markets and supporting established branches and
to determine whether the bank is under or over investing in media and direct marketing.
Banking-Finance.ppt
(Click link above to download)
A Casual Restaurant
A growing casual restaurant chain seeks to quantify marketing ROI of corporate and franchise partners in an effort to solidify franchisee support of company new product efforts. In addition, the company was keenly interested in how to leverage its marketing budget more effectively in order to continue strong growth going forward.
Casual.Restaurant.ppt
(Click link above to download)
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Multi-Country Beverage
A European division of a beverage marketer has been drawn into a price-war and is suffering from declining profits. It earnestly seeks to leverage modeling insights to more effectively manage
two key brands across multiple countries and best apply its marketing funds to the right brand,
country and marketing program in order to re-charge growth and profitability.
MultiCountry.Beverage.ppt
(Click link above to download)
Theme Park
A regional theme park suffers from stagnant attendance trends. With a modest and limited
marketing budget, they seek to leverage marketing-mix modeling in order to re-ignite growth in attendance and provide greater insurance against the uncertainties caused by weather and rising fuel prices.
Theme.Park.ppt
(Click link above to download)
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