The challenge
The business context
Identify the incremental revenue potential of marketing and optimize the media mix.
Cdiscount wanted to quantify the incremental potential of its marketing, validate investment efficiency, and better steer short- and long-term trade-offs.
Measurement focus
Media mix and incremental potential
Key impact
+1,6%
potential incremental revenue from marketing following mediaROI’s optimal mix
Study objectives
Measure the share of revenue incrementally created by marketing.
Confirm the strengths and limits of the current mix.
Identify optimization levers depending on the decision horizon.
What mediaROI delivered
The study confirms the strong efficiency of the investments already in place.
Improvement opportunities emerged depending on short- or long-term goals.
The model was co-built with the teams to guide marketing mix decisions.
Client testimonial
“The mediaROI approach gave us a quantified and strategic vision to steer our marketing mix. The study confirmed the excellent efficiency of our investments while providing us with improvement avenues based on short or long-term objectives. The teams were very attentive and involved us in the project in a co-construction logic of our model.”
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