A Fast-Moving Consumer Goods (FMCG) retail company had invested significantly in marketing campaigns across multiple channels, including TV commercials, radio spots, online ads, print media, and various promotional events. They noticed steady sales growth but needed help pinpoint the most influential marketing activities. 

Their objective was to determine the individual contribution of each marketing channel to sales and optimize future marketing budget allocations.

The company turned to Lifesight to employ Marketing Mix Modeling (MMM) to allocate its budget more effectively and improve its ROI. 

Learn how they increased their ROI by 15%.