- Industry / Rental Car
- Services / Agile Attribution (Unified Marketing Mix Modeling)
The executive team recognized the need to overhaul their marketing and promotional investment strategy. With a heavy reliance on performance media, the current approach presented limited opportunities for sustainable growth while generating significant inefficiencies. To address these challenges, the team aimed to implement a holistic, data-driven process that would optimize resource allocation and drive greater impact. Furthermore, they identified untapped opportunities to leverage cross-brand halo effects and dynamics, which could enhance overall brand equity and maximize marketing return on investment (MROI).
Solution
Ipsos MMA implemented a Unified Marketing Mix Modeling (MMM) and Attribution Program. This solution provided the brand with a comprehensive understanding of how marketing investments across all channels influenced performance, enabling data-driven decisions to optimize resource allocation and maximize marketing ROI.
Ipsos MMA evaluated overall marketing spend against industry benchmarks, highlighting opportunities to scale investments to match the brand’s market position and growth potential. The program identified the need to re-balance investments between brand and performance media. By increasing brand-focused spend and aligning it with industry norms, the brand achieved improved long-term equity and growth.
The solution demonstrated the importance of expanding beyond Search and Social, emphasizing reach-based storytelling channels such as Linear TV, Online Video, Connected TV, and Out-of-Home. These channels provided broader reach and strengthened consumer engagement.
Results
By implementing Ipsos MMA's advanced Unified Marketing Mix Modeling and Attribution Program, the brand successfully transformed its marketing strategy and investment approach. The establishment of an ongoing cross-functional decision-making process—integrating insights from marketing, revenue management, finance, loyalty, and agency partners—enabled a more holistic and informed approach to business growth.
This collaborative effort led to a significant increase in overall investment levels by 25-40%, with a rebalancing toward a more effective 60/40 split between Brand and Performance Media. As a result, the brand achieved a +15% incremental revenue increase YOY and a -21% reduction in short-term Cost-per-Reservation, with additional opportunities for further cost efficiencies in the future.