Case Study: Leading Consumer Packaged Goods Company optimizes marketing ROI with WNS

Co-creation Helps Optimize Marketing ROI Through Analytics-led Mmm Technique

The Leading Consumer Packaged Goods Company was facing declining sales and needed to reallocate its marketing budget to the most effective channels. It partnered with WNS to identify which TV, radio, digital, trade, and consumer promotion activities were driving the best return on investment using an analytics-led Marketing Mix Modeling (MMM) approach.

WNS co-created a solution that analyzed three years of internal and external data to measure marketing ROI and uncover advertising impact, cross-brand halo effects, and lagged purchase behavior. The results helped the company redesign its media plan, optimize budget allocation, and set better ad scheduling and channel choices, while WNS also provided a scenario simulator to support future planning and help drive both short-term sales and long-term brand equity.