Case Study: Perfetti Van Melle achieves higher marketing ROI and revenue growth with Keen Decision Systems

World’s Third Largest Confectioner Scores Sweet Results for Airheads and Mentos Brands

Perfetti Van Melle, the world's third largest confectioner, sought to improve how it measured and optimized its marketing investments for brands like Airheads and Mentos. The company brought on Keen Decision Systems to move beyond traditional metrics and gain a more accurate, data-driven understanding of the financial impact of its marketing channels.

Keen Decision Systems implemented a dynamic modeling solution that provided Perfetti Van Melle with real-time measurement and optimization. This allowed the company to predict channel performance, reallocate its budget more effectively, and challenge conventional planning rules. The solution delivered significant results, including an 82% lift in marketing contribution for Mentos and the identification of a $27.4 million revenue opportunity for Airheads.

Perfetti Van Melle

Bill Mackison

Director, Business Analytics and Insights