Case Study: Marketing Evolution achieves 10× faster optimization and scalable online ROI modeling with Lumina Decision Systems (Analytica)

Marketing Evolution Leverages Analytica for Decision Analytics

Marketing Evolution, a consulting firm that helps marketers maximize ROI on large multinational advertising budgets, faced the challenge of assimilating vast research datasets and modeling the effectiveness of hundreds of media levers across portfolios worth tens to hundreds of millions of dollars. They needed a platform that could automatically import external data, adapt algorithms to user inputs, rapidly find optimal spend allocations, and run models directly for clients online — needs met by Lumina Decision Systems’ Analytica Decision Engine (ADE) with Optimizer.

Lumina Decision Systems migrated Marketing Evolution’s Excel models to Analytica, integrated ADE (running Gurobi) behind the client’s custom API, and provided training and ongoing consulting. The result was a ten-fold improvement in optimization processing time, a live ROI-optimizing model available to clients within months, a growing internal user base, and a durable analytics foundation that accelerated innovation and expanded client capabilities.

Marketing Evolution

Po Chen

Director of Software Services