Anticipate in an uncertain world

Have you ever wanted to measure the elasticity of your short- and long-term marketing performance in relation to the market environment in which you operate?

Inflation, unemployment, geopolitical events, weather, competitive actions etc. Marketing executives are operating in an increasingly uncertain environment, where exogenous phenomena are having a major impact on their business and performance.

At the same time, online-first marketing attribution models, which had become benchmarks of recent years, are collapsing.

The advent of "Full Mix" Marketing Modeling

Faced with these upheavals, we have made the strategic choice to rethink the measurement of marketing performance and allocations using a hybrid approach. This combines deterministic and probabilistic data. Marketing Mix Modeling (MMM) no longer focuses solely on the media-communications mix, but becomes a genuine measurement and decision-making tool combining:

• endogenous data on your entire marketing mix: offer, field actions, media investments, distribution, promotions, reputation, etc.

• exogenous contextual data: competitive activity, seasonality, macro-economic and market phenomena, etc.

Tripartite expertise to enhance your performance

To meet these challenges, our "full mix" approach combines three essential areas of expertise in consulting supported by marketing mix modeling:

• business and industry expertise to understand market contexts

• statistical expertise for modeling and power of MMM tools

• marketing mix expertise for optimization recommendations

A concrete transformation of your marketing performance

Our aim is to enable all companies and institutions to benefit from MMM's contribution to decision-making on the allocation of financial and human marketing resources. We offer the following:

• an approach that is both economically and operationally accessible, in end-to-end mode

• regular data updates and model adjustments, enabling you to optimize your resource allocation on an ongoing basis

This approach enables us not only to measure the impact of past actions, but above all to project and optimize future investments with greater precision.

In concrete terms, we transform Marketing Mix Modeling from a retrospective analysis method into a genuine marketing performance lever through resource allocation. This enables brands to maintain their competitiveness and profitability in a changing and constrained environment.