Optimize Marketing Spend: A Market Mix Modeling Case for SaaS/Tech

Problem Statement

A leading SaaS company specializing in cloud-based solutions for enterprise clients sought to optimize its marketing strategy. The company was investing over $10 million annually across various channels— digital advertising (40% of spend), content marketing (20%), email campaigns (15%), webinars (15%), and partner programs (10%)——but faced challenges in forecasting the ROI of each channel and identifying whitespace opportunities for growth.

With over 500 campaigns annually targeting more than 1,000 enterprise clients, the need for a data-driven approach to maximize channel effectiveness and uncover growth potential was crucial.

Solution Implemented

We implemented a Market Mix Modeling (MMM) approach using advanced data science techniques:

• Data Collection and Preprocessing
• Optimization and Scenario Planning
• Model Development
• Continuous Monitoring and Model Refinement