The client, a US-based electronics and electrical equipment company, is one of the largest printer manufacturing companies worldwide manufacturing printers, desktops, fax machines, consumer/industrial machinery, and accessories.
Nabler applied Media Mix Modelling (MMM) analysis technique to measure the effectiveness of the client’s online marketing and advertising campaigns. MMM was used to determine how various elements contribute to revenue.
Nabler implemented an iterative process of selecting and transforming variables to create a predictive model using statistical modelling.
From the chart, it is observed that transformed spending is greater than the actual spending as the result of the current week is attributed to the previous X weeks spend. The above spend has been transformed using a decay rate of 0.8 with a half-life of 4 weeks.
Using the above machine learning model to measure the online advertising effectiveness, Nabler achieved the following results