Marketing Mix Modelling: Data & Insights; GfK Marketing Mix Optimizer

Reaching your target consumers is harder than ever before. Media consumption habits are fragmented, new digital channels are gaining importance, and consumer behaviors and influence drivers are changing quickly. To further complicate your marketing plans, the entire digital ecosystem is changing. Data privacy has become a growing concern, with consumers, governments, and major platforms tightening your ability to track and measure engagement by removing 3rd party cookies. These changes have a major impact on how you attract your desired audience, where, when and ultimately how you make the best decisions to maximize the impact of your marketing budget.

Do you have the insights to adjust your marketing spend accordingly? Using advanced marketing mix modelling techniques and proprietary data sets, GfK Marketing Mix Optimizer can unlock powerful insights to ensure you invest at the right level, on the right channels, with the right campaign to reach and engage with the right people.

GfK Marketing Mix Optimizer (MMO) integrates your media and promotion information with GfK's proprietary store level GfK's Market Intelligence: Sales Tracking data alongside multiple other data sets and applies advanced marketing mix modelling techniques to isolate and quantify the drivers of your brand sales. Our approach is granular, allowing you to most accurately control for local execution differences and deliver robust insights at channel and campaign level. These unique insights combined with our data science consultancy and category expertise provides you with clear and actionable recommendations to maximize your marketing ROI and drive sales.

Understand what drives your sales

Isolate and quantify all drivers of your brand sales including competitive and seasonal changes to explain changes and support future planning decisions.

Calculate your marketing ROI

Identify which media channels deliver the highest sales and best ROI, evaluate the impact of online vs offline media investments and determine which channel combinations work best.

Run simulations to optimize your marketing mix

Guide planning decisions by simulating the impact of different marketing investments and identifying where to allocate your media budget to achieve sales targets and maximize your ROI, with the help of advanced marketing mix modelling techniques.

In one, simple-to-use dashboard, you can view the historical drivers of sales and slice and dice the insights to answer any questions that may arise. The tool uses marketing mix modelling to guide future decisions by simulating various marketing spend scenarios, for example:

What is the sales contribution of different media spends - how much does a marketing activity increase sales? And how does this change over time?
What’s the ROI of different marketing activities? For each euro invested, how much are you getting back in incremental sales?
How can you spend more efficiently and more effectively? Is there a point after which it no longer makes sense to increase investment on a particular media channel?
How should you allocate your media budget to different media activities going forward to achieve your target sales and maximize your ROI?

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Maximize your marketing ROI using advanced marketing mix modelling

Marketing Mix Modelling: Your marketing mix, optimized for today’s consumers

Insights to perfect your marketing activities

Understand what drives your sales

Calculate your marketing ROI

Run simulations to optimize your marketing mix

GfK Marketing Mix Optimizer allows you to
simulate the impact of changes before you make them

GfK Experience Effects

GfK Marketing Mix Optimizer

GfK Ad Fit Optimizer

Map of the Month: GfK Retail Purchasing Power, Germany 2021

Insight Summit Poland 2021

Behavior Change Video Series

Pricing and promotion in 2021: Six steps to success in Q4

Against all odds: Successful sales planning for Black Friday

The Pandemic Boost for E-Commerce in FMCG in Europe – Will it last?

Behavior Change Video Series

Talking Tech: The full 2021 Black Friday download

Who Cares, Who Does 21 - Sustainable behavior is becoming mainstream

Search for jobs

Our teams

Featured locations

Life@GfK

About GfK

Our heritage

GfK facts and figures

Our executive Leadership Team

Our social charter

Our code of conduct

GfK offices around the world

Maximize your marketing ROI using advanced marketing mix modelling

Marketing Mix Modelling: Your marketing mix, optimized for today’s consumers

Insights to perfect your marketing activities

Understand what drives your sales

Calculate your marketing ROI

Run simulations to optimize your marketing mix

How to maximize marketing ROI in an uncertain world

GfK Marketing Mix Optimizer allows you to simulate the impact of changes before you make them

Ensure your marketing efforts have maximum impact

GfK Experience Effects

GfK Marketing Mix Optimizer

GfK Ad Fit Optimizer

Map of the Month: GfK Retail Purchasing Power, Germany 2021

Insight Summit Poland 2021

Behavior Change Video Series

Pricing and promotion in 2021: Six steps to success in Q4

Against all odds: Successful sales planning for Black Friday

The Pandemic Boost for E-Commerce in FMCG in Europe – Will it last?

Behavior Change Video Series

Talking Tech: The full 2021 Black Friday download

Who Cares, Who Does 21 - Sustainable behavior is becoming mainstream

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