From Static Reports to Strategic Infrastructure
For Domino’s Australia, traditional market mix models (MMMs) weren’t cutting it. Static outputs, long refresh cycles, and PowerPoint decks that gathered dust represented the old approach. Rand’s team wanted more than analytics — they sought velocity and veracity. This requirement necessitated a marketing mix solution capable of transforming project-based measurement into continuous operational signals.
That shift became the foundation of Domino’s media operations in APAC — an early testing ground for always-on MMM.
Governance proved equally critical to leadership. The team needed assurance that the platform could manage unfamiliar data sets. Domino’s successfully employed validation methodologies including hold-out testing, which involves withholding data from model training to evaluate independent predictive performance.
From Regional to Global Learning
What started as a localized initiative in Australia evolved into a broader template. The approach enabled the organization to transition measurement from a periodic project to an always-on solution, supporting both strategic and tactical decisions across media optimization — the same playbook now informing decisions across markets.