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Sigma Sports is a leading specialist retailer of high-performance cycling equipment and clothing. When the business wanted to understand the true effectiveness of their marketing investments beyond attribution data, we delivered a comprehensive Marketing Mix Modelling (MMM) project. This strategic approach validated key decisions and uncovered revenue opportunities.
Sigma Sports wanted to move beyond multi-touch attribution to gain a complete view of their marketing effectiveness, including brand activity, out-of-home advertising, and external factors. The Modo25 team built a Bayesian MMM model powered by our proprietary AI platform ASK BOSCO® that quantified true incrementality and delivered actionable insights for future planning.
“The MMM with Modo25 project has given us a clearer view of our true marketing effectiveness and helped 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 sped up the process, meaning we had quicker access to those insights too.” Jack Dennison, Sigma Sports“
– Analysed two years of historical weekly data across all marketing channels.
– Integrated digital and offline data via ASK BOSCO® including external factors.
– Built a Bayesian MMM model quantifying true incrementality of each channel.
– Assessed impact of weather, competitor pricing, seasonality, and stock availability.
– Evaluated proposed marketing plans and identified optimisation opportunities.
Modo25 identified £80,000 in potential revenue from optimising historical spend and 1.3% increase in incremental revenue from future changes. The MMM validated Sigma Sports’ shift from paid search towards brand-led activity, quantified out-of-home contribution, and delivered £4,000–£5,000 monthly in potential gains through optimised spend distribution.
