The Objective
A gaming company with $1 billion in annual revenue faced challenges with accurate measurement of their marketing activities post iOS privacy updates and online signal loss. They had identified that MMM was an alternative measurement tool to complement the capabilities of their MMP. The company decided to leverage Lifesight’s platform for unified marketing measurement to optimize marketing spend and drive growth of installs, revenue and token purchases.
The Challenge
- Inaccurate measurement of marketing activities due to iOS privacy updates.
- Over-investment in saturated bottom-of-funnel channels like retargeting and branded search.
- Difficulty in assessing the true impact of top-of-funnel brand campaigns.
The Solution
Lifesight integrated the customer’s MMP, marketing and sales data via data warehouse and ad platform integrations, and then built a custom MMM that identified an over investment in saturated bottom of funnel channels including retargeting and branded search. The model recommended reallocating spend to top of funnel brand campaigns across CTV and offline channels.
Conclusion
Utilizing Lifesight, the company successfully implemented a new Measurement framework powered by MMM and were able to achieve better business outcomes with the same budget. MMM provided additional actionable insights, enabling the brand to understand the contribution of organic and owned marketing activities to make better strategic decisions.
