- Industry / Fitness
- Services / Agile Attribution (Unified Marketing Mix Modeling)
A leading fitness brand sought to optimize its marketing strategies to drive substantial sales growth across both its owned and third-party (3P) platforms. Facing a highly competitive market, the client aimed to achieve a balanced approach that focused on acquiring new customers while maximizing value from its existing customer base. Key objectives included increasing customer acquisition, enhancing product cross-selling opportunities, and driving upgrades with current customers.
Solution
To address these challenges, the client partnered with Ipsos MMA to leverage advanced analytics and data-driven insights, enabling a comprehensive strategy to achieve sustainable growth and improved marketing efficiency.
Monthly models were developed, complemented by weekly deep dives, to optimize marketing strategies across various dimensions, including partner platforms, sales channels, product categories, and segmentation of new versus existing customers. This “closed loop” solution provided actionable, weekly optimization recommendations that could be tracked, validated, and qualified in real-time. By enabling dynamic adjustments to marketing investments while campaigns were still in-market, the analytics solution ensured the client could continually refine strategies and maximize the impact of their marketing efforts.
The implementation of the solution was supported by weekly collaboration sessions involving media agencies and brand teams. These sessions focused on identifying emerging business trends in retail, analyzing sales patterns, and evaluating marketing performance. This collaborative approach enabled the client to adapt marketing plans swiftly in response to rapid economic changes and shifting market dynamics. Additionally, the weekly outputs from the unified model were seamlessly embedded into the media agency’s planning tools. This integration ensured widespread adoption of insights and fostered a continuous “test and learn” approach, allowing the client to refine strategies dynamically and maintain a competitive edge.
Results
The implementation of Ipsos MMA’s solution delivered measurable and impactful results. The client achieved a 16% reduction in cost per customer acquisition by diversifying marketing channels, employing more targeted promotions, and minimizing the subsidization of existing customers.
Additionally, by leveraging halo effects across messaging and creative strategies, the client saw an 8% increase in purchase size and frequency among existing customers. These results not only optimized marketing efficiency but also demonstrated the power of unified data-driven strategies to enhance customer engagement and drive sustainable growth.