Case Study: MUBI proves paid media drives 1.5x more conversions with BlueAlpha's Bayesian MMM

MUBI proves paid drives 1.5x more conversions with BlueAlpha

MUBI, a global arthouse streaming service, suspected its paid media was driving more conversions than platform-reported last-touch attribution could show. However, its lean marketing team could not prove this undercounting to its finance department, which prevented them from accurately defending and adjusting their marketing budget. This left them potentially underfunding their most effective channels.

BlueAlpha implemented a weekly Bayesian marketing mix model to causally measure marketing impact. The solution was rolled out in a deliberate four-step process that first secured buy-in on the methodology before delivering proven, back-tested models. As a result, BlueAlpha's model proved MUBI's paid media was driving 1.5x more conversions than previously credited, effectively lowering its cost per acquisition by about 33%. This evidence gave the finance team the confidence to begin migrating its internal reporting and budget planning onto the new model.

MUBI