LUMENE’s media mix was optimized by modeling sales
Dagmar helped LUMENE identify the factors affecting sales. Based on the information, the level of marketing investments and the channel strategy could be optimally defined to achieve a better ROM.
Challenge
How to measure marketing in a more holistic way and determine the incremental effect of LUMENE’s marketing investments?
Solution and results
Dagmar conducted marketing mix modelling (MMM) for LUMENE’s most important markets, Finland and Sweden. Using econometric modeling methods, MMM identified and quantified the factors driving the sales.
Through this modeling, LUMENE gained valuable insights into the incremental sales generated by each euro invested, the optimal level of marketing investment across different channels, and how to optimize the existing media mix for an even better Return on Marketing Investment (ROMI).
Based on these results Dagmar optimized the media mix and budget allocations for the 2025 channel strategy.
The MMM project was a valuable experience, providing useful insights for balancing spend and optimising our marketing mix.
The project was well managed, and Dagmar’s expertise contributed to a strong foundation for insight-driven decision making.
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