Driving Growth with Media Mix Modeling: Measuring and Optimizing Multi-Channel Campaigns for Furniture and Choice

Context/Problem Statement

Furniture and Choice, a prominent furniture e-retailer, collaborated with Skyrise to execute a multi-channel campaign leveraging YouTube and Connected TV (CTV). The goal was to boost sales while understanding the contribution of these channels and evaluating their return on investment (ROI). The challenge was to measure the effectiveness of these channels in driving tangible business outcomes..

Solution/Approach

Adnaut employed a structured analytical framework to evaluate the impact of the campaign:

• Sales Uplift Measurement: Pre- and post-campaign sales periods were analyzed to assess the incremental sales driven by the campaign.
• Media Mix Modeling: A statistical model was developed to quantify the contributions of YouTube and CTV campaigns to sales and calculate their respective ROIs.

Result

• The mutli-channel campaign drove an 11% increase in average daily sales, highlighting the positive impact of the CTV launch.
• Media Mix Modeling provided actionable insights into channel contributions, enabling more informed decision-making for future marketing strategies.
• YouTube and CTV collectively contributed 12.2% of total sales during the campaign period.
• The statistical model revealed that YouTube achieved an ROI of 3.5, while CTV delivered an ROI of 1.6, showcasing effective media spend.

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Impact Metrics

• Future Strategy Optimization: Insights from Media Mix Modeling enable effective allocation of marketing budgets and optimization of multi-channel strategies

This case study demonstrates the importance of measurement effectiveness study in effectively determining the contribution and ROI of various marketing activities, and guide future marketing decisions for businesses.