Case Study: a leading technology company boosts gaming sales with Fractal

Determine the contributions of media and the drivers of sales

A leading technology company sought to improve sales performance and marketing strategies for its gaming product. The key challenges included distinguishing the sales contributions from marketing campaigns versus base activity and identifying the main drivers of sales. To address this, they partnered with Fractal to gain actionable insights.

Fractal implemented a solution using Marketing Mix Modeling and a Bayesian Belief Network to analyze performance and redistribute media spend. Their analysis led to optimized TV and digital allocation strategies. This resulted in a 7% increase in sales volume, with a 5.6% boost from optimized TV flighting and a 2.5% increase from a refined digital laydown, all while improving marketing efficiency for the customer.