GfK's Marketing Mix Optimizer helps you unlock insights and secure future growth
GfK Marketing Mix Optimizer (MMO) integrates your media and promotion information with GfK's Market Intelligence: Sales Tracking data alongside multiple other data sets and applies advanced measurement techniques to isolate and quantify the drivers of your brand sales.
Our approach is granular, allowing you to most accurately control for local execution differences and deliver robust insights at channel and campaign level.
These unique insights combined with our data science consultancy and category expertise provides you with clear and actionable recommendations to maximize your marketing ROI and drive sales.
Quantify your investments Our primary objective is to help you to understand if your investment in media and promotion increases sales. We’ll help you to isolate and quantify all drivers of your brand sales including competitive and seasonal changes to explain changes and support future planning decisions so that you can understand:
What are the key drivers of your brand sales over time?
What contribution does marketing and sales activity make to your brand sales?
Which channels are most effective at driving sales?
What is the impact of competitor actions on your brand sales?
Increase your ROI
Marketing Mix Optimizer shows if your investments yield a superior return on investment (ROI).
You can identify which media channels deliver the highest sales and best ROI, evaluate the impact of online vs offline media investments and determine which channel combinations work best to measure:
What is the effectiveness and ROI of different marketing activities?
Are there synergistic effects to multi-channel investments?
Is there a point after which it no longer makes sense to increase investment on a particular media channel?
Run simulations to further optimize your marketing mix
GfK Marketing Mix Optimizer can also guide future planning decisions by simulating the impact of different marketing investments and identifying where to allocate your media budget to achieve sales targets and maximize your ROI.
How should you allocate your media budget to different media activities going forward to achieve your target sales and maximize your ROI?
What will be the sales and ROI impact of your planned media budget?
What impact will changes in your budget have on sales and ROI?
Retrieve insights and run simulations on the fly In one, simple-to-use dashboard, GfK Marketing Mix Optimizer allows you to view the historical drivers of sales and slice and dice the insights to answer any questions that may arise. Our optimizer solution guides future decisions by simulating various marketing spend scenarios to quantify the sales and ROI impact of your planned investment choices.
Furthermore, it can support ongoing decision making, calculating the sales impact of shifts in your budgets and providing guidance on how to further optimise when these changes occur.
Granular data fuels rich insights and robust predictions
GfK Marketing Mix Optimizer is fuelled by our proprietary store level data*, the richest and most robust point of sales network in the tech & durables industry.
Our data accurately captures what customer have purchased at a store level and is matched to the most granular digital media data and promotional in-store activities to accurately measure individual channels, campaigns and sub-regional level activities.
This proprietary data is modelled alongside all other above and below the line metrics impacting sales including competitor and seasonal factors.
GfK Consumer Brand Framework Intelligence metrics can also be incorporated into our models to measure the marketing impact on your brand health metrics.
In summary, GfK's MMO combines all factors that could impact your marketing activities for a complete understanding of what worked, what didn't, and how you can best optimize future investments and can guide strategic portfolio decisions.
Our global footprint of marketing science, brand and category experts across more than 75 countries are also on hand to support. Working closely with your key business stakeholders and media agencies to unveil unparalleled insights and plan actionable recommendations to maximize marketing ROI.
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*where available
