Data Management Context
Market mix modelling demands two essential data categories: marketing expenditure figures and revenue/sales metrics. While straightforward conceptually, companies struggle with implementation due to campaign complexity and multi-unit revenue streams.
Domino’s Approach
Blake Rand joined Domino’s as Group Digital Strategy Manager in 2023, tasked with implementing measurement and optimization excellence for media decisions. The company had previously conducted project-based market mix modelling and possessed executive alignment around performance metrics. Domino’s organizational culture emphasized sales focus and ROI as fundamental marketing measurements.
Rand successfully advocated for continuous market mix modelling to support consistent optimization across multiple markets.
The Core Distinction
Domino’s had prior MMM experience and existing data infrastructure, while Asahi used MMM as strategic leverage to transform planning processes. The same tool, two very different starting points — and two very different journeys into measurement maturity.