Marketing: Campaign Optimization and Marketing Mix
A leading OTC client had an annual media budget of $300 million across 16 brands. Each planning season, the client had to make spending decisions for the brands and overall portfolio. The goal was to create win-win scenarios that balanced historical results with anticipation for the future.
Circana used its marketing mix and optimization solutions to assess different potential scenarios. We started by entering the existing media plans into the solution. Then we ran an initial optimization. Finally, we applied additional business constraints to strike a balance with the different brands’ business trends and expectations.
Our work helped the client achieve an incremental $4 million in media-driven sales from its initial budget of $300 million. Each brand was given a before-and-after view of its respective media plan highlighting the changes and the rationale behind the changes.