Case Study: Codeway boosts new app subscriber growth with Analytic Edge's MMM solution

Codeway boosts new subscribers with Analytic Edge MMM and lifts Meta’s contribution 44%

Codeway, a technology company with AI-powered mobile apps, faced challenges in accurately measuring the performance of its diverse marketing channels, especially after iOS privacy changes hindered visibility. To address this, Codeway collaborated with vendor Analytic Edge to implement their next-generation Marketing Mix Modeling (MMM) solution.

Analytic Edge's automated MMM solution provided Codeway with weekly model results, quantifying each channel's contribution to driving new subscribers. The analysis revealed Meta as a top channel, driving 31% of media-driven subscribers, and its contribution increased by 44% when accounting for its halo effect on other channels. The insights led to a 30% decrease in Meta's cost per subscription and helped Codeway reallocate investment more effectively.

Codeway