Advanced marketing mix modeling for media investment efficiency

Client:

A global food delivery platform.

Challenge:

The client spent nearly $200M annually across a fragmented media landscape but was struggling to extract incremental growth from this investment. While they had access to large volumes of performance data, limited visibility into cross-channel impact on business KPIs prevented them from reallocating media spend strategically.

Spending decisions were made in silos, with channels planned in isolation and without accounting for interdependencies. Data was fragmented across online and offline sources, making it difficult to form a unified view of performance. Scenario planning was entirely manual, leaving marketing teams without the ability to model spend strategies before rollout. Additionally, attribution gaps meant the client had no clear understanding of saturation curves, true media effectiveness, or incremental impact of spend.

Solution:

eClerx partnered with the client to build a comprehensive marketing mix modeling (MMM) platform that unified media measurement, enabled data-driven decision-making, and improved efficiency of media investments.

We automated the integration of data from digital and offline channels, promotional activities, and external market factors to provide full visibility of performance. An ensemble modeling framework was implemented, leveraging advanced regression, time series, and Bayesian MMM techniques to connect media impact with customer lifecycle stages.

To support optimization, a real-time scenario planning engine was developed. This allowed marketing teams to test different allocation strategies under various constraints and identify the mix that maximized return on ad spend (ROAS). Finally, we delivered self-serve planning tools with an intuitive interface, enabling marketers to run models independently, explore allocation scenarios, and generate actionable recommendations quickly.

Impact:

• 15% increase in ROAS, improving efficiency of media investments
• 25% reduction in promotional spend, through smarter allocation
• Eliminated need for 3 contract resources dedicated to manual data work
• 30% improvement in planning velocity, enabling faster decision-making

By unifying data and applying advanced MMM techniques, eClerx enabled the client to shift from isolated, manual planning to strategic, data-driven media allocation — unlocking greater efficiency and incremental growth from their marketing investments.