A B2B technology company shifted from broad LinkedIn targeting to account-based marketing. Six months later, their marketing mix model revealed what had actually happened.
A D2C brand discovered that discounts below 23% of gross sales have zero incremental impact. Here's what that means for your promotional strategy.
Assumptions about channel performance are rarely accurate. Marketing mix modelling consistently reveals surprises, from radio's trailing effects to Instagram outperforming Facebook and regional Meta beating metro.
Franchise marketing teams spend budgets funded by franchisees who demand ROI proof. Three brands reveal why this structural misalignment is the hardest problem in franchise marketing.
A national QSR franchise was seeing revenue decline. Same-store sales were growing. The difference was store closures, not marketing performance. Using the wrong metric almost led to the wrong decisions.
A national QSR franchise spent $700K in nine months with zero visibility on ROI. 70% of sales were in-store with no tracking. Marketing mix modelling changed everything.