Energy retail team using customer segmentation analytics to create more relevant campaigns, targeted offers and efficient commercial strategies.

心を動かす会話

Marketing Effectiveness & Media ROI

Reallocating marketing investment toward true incremental growth through unified measurement, scenario planning and faster cross-channel decisions.

会議のスケジューリング

ポッドキャストを聴く

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+15

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Marketing can look productive while its incremental contribution remains unclear

WHY THIS MARKETING EFFECTIVENESS & MEDIA ROI CHALLENGE?

Because attribution alone does not answer the investment question. The business needs a decision system that links Marketing Mix Modelling, cross-channel measurement, scenario simulation and campaign optimization around one outcome: knowing where the next unit of budget can create more value.

From fragmented channel reporting to a governed view of incremental growth.

主なメリット

A clearer path from marketing activity to business value

データと意思決定の間のギャップ

段階的な成長

Reallocate budget toward the channels, media and campaigns that demonstrate a stronger contribution to sales.

Margin efficiency

Reduce wasted spend by distinguishing true return from activity that would have happened without the investment.

意思決定の速度

Use budget allocation and media simulation tools to compare scenarios before making a commitment.

Unified measurement

Bring digital media, retail media, out-of-home activity, marketing and eCommerce performance into one decision view.

NTTデータのサポート体制は？

01

マーケティング・ミックス・モデリング

Build the model, identify key business drivers and assess ROI by channel, medium and campaign.

02

Unified cross-channel measurement and attribution

Connect media analytics across digital, retail media and out-of-home channels with marketing and eCommerce dashboards.

03

Budget allocation and scenario planning

Apply budget allocator and media simulator tools, supported by decision governance that can scale across teams.

04

Campaign and funnel optimization

Improve non-brand strategy through A/B testing, SEO/SEM and media-mix optimization.

05

Content at scale

Industrialize AI-enabled content production and connect it to the wider effectiveness model, subject to validation of the Content AI Factory reference.

実証済みの効果

マーケティング支出を、定量的なビジネスインパクトへと転換

重要な結果

Evidence that can move budget, not just populate dashboards

The input reports the following impact signals. They should remain internal until the underlying approved sources, measurement periods and calculation methods are confirmed.

2 to 5 percent revenue uplift

Reported from reallocating budget toward higher-return channels.

10 to 20 percent of spend reallocated

Reported movement toward channels with stronger returns.

+1.5 percent total sales and +7.3 percent advertising-attributed sales

Reported for a Marketing Mix Modelling engagement with a fashion and accessories retailer in Spain.

+35 percent return on advertising spend and +28 percent average transaction value

Reported from campaign optimization.