The challenge
Sigma Sports is a leading specialist retailer of high-performance cycling equipment and clothing in the UK. When the business wanted to understand their true effectiveness of their marketing investments beyond attribution data, we delivered a comprehensive marketing mix modelling (MMM) project. This strategic approach validated key decisions for the senior leadership team and uncovered revenue opportunities for the business.
£80k
in additional revenue, based on the
MMM findings.
The Solution
We took over 2 years’ worth of historical weekly data across all marketing channels used by Sigma Sports to get an understanding of factors such as the weather, economy, sale periods & stock. Then, integrated digital & offline data via ASK BOSCO® to collect data and sped up the process, meaning we had quicker access to those insights too.
The MMM project with Modo25 has given us a clear view of our true marketing effectiveness and help validate several key strategic decisions. The insights have strengthened our forward planning and highlighted further opportunities to optimise spend across both brand and performance channels. The addition of ASK BOSCO® to collect data and sped up the process, meaning we had quicker access to those insights too.
Jack Dennison, Head of Insights | Sigma Sports
Key take homes
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