The client is a leading brand in the pet food segment and witnessed a major shift in consumer buying behavior. They faced the following challenges:
- No clear way of generating insights for better spend management and new customer journey
- It was challenging to identify the most relevant KPIs for campaign effectiveness measurement
- Their current MMM reports were manual and only being generated quarterly requiring the need for automated reports
Sigmoid scoped the data, carried data ingestion from multiple sources, reviewed the tagging strategy, and optimized customer journeys. We reduced data size and requirement for data sources for faster Marketing Mix Modeling reports building. We built attribution of traffic to products pages, to learn the impact of fast-moving marketing channels and carried natural experiments analysis based on ANOVA methodology.
Our MTA and MMM solution resulted in a 15% increase in new user conversion and enabled the generation of fully automated reports on a monthly basis.