Case StudiesCPG Practice
00CPG · MMM · MROI
E2E Measurement Capability to Optimize Marketing & Sales Investment for a Global CPG Leader
DataInc.ai co-built an end-to-end measurement capability — spanning data engineering, ML-powered MMM, and a centralized MROI planning tool — enabling a global CPG leader to optimize marketing spend, improve ROI, and scale data-driven decision-making across 12 markets.
Market Mix ModelingMROI Planning ToolData FoundationML Algorithms12 Markets~20 Brands
01
Key Challenges
Unsustainable Growth
Top-line numbers rising but margins falling — no clear link between marketing spend and ROI outcomes.
Narrow Measurement Coverage
Only 10–30% of media spend tracked in AOA and Europe — the vast majority of investment was invisible.
No Consumer Promo Visibility
40% of global PFME had zero measurement coverage, making trade and promotion decisions essentially blind.
Fragmented Tooling
Siloed platforms across markets with no standardized taxonomy, no unified data pipeline, no shared truth.
Static Data Collection
Manual, complex, and error-prone data harmonization — no automated validation or quality gates in place.
Limited MROI Transparency
Siloed organization with no single source of truth and limited visibility into Marketing ROI globally.
02
The DataInc.ai Solution
01
Always-On Data Collection & Harmonization
Enabled holistic measurement by integrating multiple data sources via automated cloud-based data foundation covering at least 70% of spend — media, trade, and consumer promo — with a clear data validation mechanism in place at every pipeline layer.
02
ML-Powered Multiplicative Modeling Framework
Co-developed a multiplicative modeling framework and ML-based deep dive algorithms to build a fully consistent, high-quality, and transparent approach to market mix measurement — deployed globally across all markets and brands.
03
Global MROI Planning Tool
Delivered a centralized MROI platform with fully automated and standardized views across markets — enabling near real-time insights to simulate and optimize marketing mix scenarios, aligned to financial KPIs including NNS and MAC.
04
Learning & Change Management Program
Designed a structured upskilling and adoption program across marketing, finance, sales, and IT — inculcating a data-driven culture and maximizing platform adoption across the global organization.
03
Results & Impact
16%
ROI improvement identified in pilot market
5–10%
Avg incremental marketing revenue growth across brands & markets
8–10%
Savings identified on PFME marketing spends
200+
Marketers trained and onboarded to the MROI platform
Financial KPI planning capability activated across NNS and MAC metrics
MROI app provided access to disparate data at speed, significantly reducing time spent on manual tasks
Global MROI program scaled across 12 markets in zone AOA covering ~20 brands and ~80+ entities
Data discovery & collection facilitated by cross-functional collaboration — Sales, Marketing, Finance, IT
Data-driven mindset successfully inculcated within the marketing function organization-wide
Near real-time scenario planning and fully automated standardized reporting delivered to leadership
About DataInc.ai
DataInc.ai is the marketing data reliability platform built for enterprise teams with $5M+ in annual media spend. We monitor measurement pipelines across connectors, mapping, taxonomy, observability, and alerting — eliminating data risk before it impacts decisions.
Proprietary & Confidential · CPG Practice · 2025