We will introduce an analysis example that visualized offline advertising, which is difficult to measure, and the brand cumulative effect of TV commercials, whose effectiveness is said to be particularly unclear, and successfully increased results by 12% by reallocating the advertising budget.

Recommended for those who have questions such as

  • Those who underestimate the effectiveness of TV commercials or feel that they are ineffective
  • Those looking for a way to quantify the brand accumulation effect of TV commercials
  • Those who have issues understanding the effectiveness of offline measures such as newspapers, magazines, and flyers
  • Those who are interested in analysis cases using "MMM (Marketing Mix Modeling)"

Material content

  • premise
    • About the Case Company
    • Overview of MMM (Marketing Mix Modeling)
    • Why did you choose MMM (Marketing Mix Modeling)?
  • Analysis preparation
    • Data collection
    • Building an analytical model
  • result of analysis
    • Effectiveness and efficiency of on-off measures based on "short-term effects"
    • Effectiveness and efficiency of on-off measures, including the "brand accumulation effect"
    • Simulation of budget allocation for on-off measures
  • Summary
    • Results of analysis of the issues
    • Action Results
  • reference
    • If we cut our TV advertising budget, how much will our numbers drop?

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