Case Study: Asahi builds a North Star ROI metric with Mutinex GrowthOS

A tale of two market mix modelling rollouts

Asahi, a beverage company, faced the challenge of fragmented and unstructured data, lacking a central data warehouse, which made implementing a sophisticated marketing measurement system difficult. They partnered with the vendor Mutinex and used its GrowthOS platform as a "Trojan horse" to not only measure marketing ROI but also to recalibrate how the entire business plans and executes its commercial activity, aiming to establish a crucial commercial impact metric.

Mutinex implemented its solution through a gradual, proof-of-concept approach with one brand before scaling it across Asahi's portfolio. This rollout forced valuable internal conversations, brought new hypotheses to the table, and established a "north star" metric focused on ROI. The results included a much more sophisticated and organized understanding of their data, building alignment and cohesion from senior leadership down through the teams, and gaining faster feedback on where marketing investment drives the best growth impact.

Asahi

Megan Coutts-Quinn

Group Head of Consumer Experience