Case Study: Leading Computer Technology Company achieves 5% revenue growth and an optimized marketing mix with Blueocean Market Intelligence

Identify the right mix of marketing vehicles and channels to maximize the impact of sales

Leading Computer Technology Company needed to understand the ROI of numerous marketing channels, allocate marketing spend optimally, and model the impact of tablet cannibalization on sales across regions. Blueocean Market Intelligence was engaged to provide a data-driven solution, using a top‑down market mix modeling approach (including a stimulation engine and multi‑factor analysis) to decompose weekly sales and marketing data for the United States, United Kingdom and China and to simulate alternative marketing plans and forecast sales.

Blueocean Market Intelligence built market mix models that accounted for media, consumer, trade, coupons and external factors, and produced optimal-mix scenarios. The work delivered measurable impact: a 5% increase in top-line revenue attributed to the optimized channel mix, higher ROI on marketing investment, increased online spend in three markets where online showed the highest ROI, and a recommended reallocation of spend (notably a reduction in TV and increases in print and coupons) that improved overall marketing effectiveness.