Introduction
Traditional market mix modelling relies on static reports, quarterly refresh cycles, and PowerPoint presentations that quickly become obsolete while budgets continue to be spent.
Leading brands with Southeast Asian operations, including Suntory and Domino’s, have abandoned this approach in favor of hyperlocal measurement delivering real-time answers across regions where each prefecture or province operates under distinct conditions.
Suntory Wellness — Cracking the Taiwan Health Market
Suntory Wellness Taiwan established itself on Japanese-manufactured health products while managing marketing across multiple channels: television driving telephone orders, educational YouTube content, and Search campaigns generating online sales. The primary challenge involved understanding how diverse online and offline channels contributed to sales across Taiwan’s distinct market environment.
In collaboration with Mutinex and Google, Suntory implemented a time-varying MMM to examine channel interactions and dynamic relationships. The model incorporated brand impression, organic media, and seasonal variations — factors that conventional static models overlook.
Findings demonstrated that Google’s AI-powered Performance Max and Demand Gen achieved superior cost per incremental acquisition metrics. YouTube exhibited the longest adstock duration among digital channels, producing sustained purchase behavior that conventional attribution methods failed to detect. Most significantly, the strongest return on ad spend for Google media occurred when YouTube in-stream campaigns operated alongside other channels simultaneously.
Suntory Wellness is currently applying MMM insights to optimize return on investment with Google media investments.
Domino’s — From Australia to APAC Dominance
Domino’s Australia encountered distinct obstacles with conventional MMMs that lacked sufficient velocity. Static outputs with extended refresh intervals meant missed opportunities, and insights quickly became outdated.
Blake Rand and his team required more than standard analytics — they sought an always-active solution transforming measurement into strategic infrastructure.