Marketing mix modelling: what each euro of advertising sells

For a fashion retailer, knowing which marketing actions really drive sales is key to investing every euro wisely. Working with NTT DATA, a fashion and accessories retailer in Spain used Marketing Mix Modelling to quantify the incremental sales generated by each marketing action and rebuilt its media investment around AdmetrIA, a tool to allocate budget and simulate scenarios before spending.
Total Sales: +1.5%
Increase in total sales.
Advertising Sales: +7.3%
Increase in advertising-attributed sales.
Advertising ROI: +0.31%
Improvement in advertising ROI.
Simulation: Scenarios Before Spending.
Investment options evaluated before committing budget.
Marketing intelligence that shows what every action really delivers
The retailer needed to understand the real contribution of its advertising and marketing actions, moving away from investment decisions where incremental impact was invisible and budget could not be reallocated with confidence.
目的
The initiative set out to quantify the incremental sales generated by advertising and other marketing actions, understand the factors driving the business and optimise advertising investment. The ambition was to turn marketing into a measurable, profitable lever for growth.
機会
Marketing investment decisions can now be simulated before spending a single euro. With a Marketing Mix Model and a budget allocation and simulation tool in place, the retailer can continuously refine its media mix and adapt investment as market conditions and business priorities change.
Making marketing effectiveness visible

The retailer faced the practical challenge of isolating the real impact of each marketing action from the many factors that influence sales, and using that insight to guide investment.

主な課題
Fashion retail marketing team comparing advertising activity with sales results without a clear way to identify the incremental sales generated by each campaign.
1: Unknown incremental impact. It was not possible to measure how much additional sales each advertising action actually generated.
Fashion retail marketing and finance team comparing different media budget allocations without consistent channel performance evidence to support reallocation decisions.
2: No basis to reallocate budget. Without clear evidence of performance by channel, budget decisions were hard to justify or optimise.
Fashion retail marketing team manually comparing alternative media investment plans without a simulation tool to test outcomes before committing budget.
3: No scenario simulation. There was no tool to test alternative investment options before committing budget.
Fashion retail analysts comparing multiple business factors such as promotions, pricing, seasonality and store traffic without a clear view of how much each one contributes to sales.
4: Unclear business drivers. The factors driving sales, beyond advertising, were not clearly identified or quantified.
解決策
Marketing Mix Modelling plus a budget allocation and simulation tool

NTT DATA built a Marketing Mix Model to identify the main business drivers and deployed AdmetrIA, a tool incorporating Budget Allocator and Media Simulator capabilities.

チェックアイコン
Built the MMM and identified key drivers

Developed a Marketing Mix Model that separates the effect of each marketing action from other factors and reveals the main drivers of the business.

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Calculated ROI by channel, medium and campaign

Measured the return of each channel, medium and campaign, giving the marketing team a clear view of what really works.

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Optimised investment with the Budget Allocator

Used the Budget Allocator to redistribute advertising investment across channels towards the combinations with the highest return.

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Evaluated scenarios with the Media Simulator

Enabled the team to simulate alternative investment scenarios and compare their expected impact before committing budget.

影響
A more profitable marketing model

The retailer now understands the contribution of each factor and steers marketing towards profitability. The new approach delivered a 1.5% increase in total sales, a 7.3% increase in advertising-attributed sales and a 0.31% improvement in advertising ROI. With scenario simulation available before committing budget, every investment decision is now based on evidence rather than intuition.

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