How Marketing Mix Modeling Brings Clarity to Channel Performance
Given 2023’s economic conditions, Asahi Beverages needed to understand synergies between different investment channels and how price and distribution affect media investment. However, Quinn’s team frequently found themselves discussing the same issues without resolution.
To ground marketing effectiveness discussions in concrete data, the team adopted Mutinex GrowthOS. Marketing mix modeling is an econometric analysis technique using revenue, sales data, and marketing spend to model marketing investment effectiveness.
GrowthOS enabled the Asahi team to see different sales channels’ impact within the sales composition dashboard. This view displays each channel’s sales and revenue contribution while controlling for other impacts such as price, distribution, and macroeconomic factors.
Background Information
Asahi Group Holdings, one of the world’s largest multi-beverage companies, acquired Australia’s Carlton & United Breweries in 2020. Subsequently, the digital and data team has pursued new strategies to enhance marketing performance outcomes — including a measurement foundation built on always-on MMM.