Nepa Marketing Mix Modelling Research Leverages Facebook Data to Optimize Media Spending

New York, NY

Nepa, a leading consumer science company providing customer experience insights and marketing optimization solutions, shares today the results of a case study demonstrating the integration of Facebook data streams to optimize a multi-national CPG’s media mix. The international FMCG company observed decreased sales and softened brand equity amidst increased competition and promotion.

Partnering with Nepa and Facebook, the company quantified that 4% of its sales and 10% of its brand awareness resulted from current media investments. As a member of the Facebook Measurement Partnership program, Nepa optimized the organizations media spend overall and within the Facebook ecosystem – recognizing opportunities to improve sales and brand performance through shifting the mix to Facebook and Instagram. Predictive models identified an opportunity to increase media sales by €140,000 (12%) through changes to the mix at current total media spend.

A spokesperson for the international FMCG said, “This MMM approach provided valuable insights into which media will best help us maximize ROI in terms of balancing short-term sales vs long-term brand building. It also gave us deeper insights into what role Facebook plays in our overall marketing mix”

“Working together with Facebook enables us to perform easy analysis and reach valuable insights, speeding up the project process for us as well as having access to detailed media execution resulting into both smoother and improved delivery for the client.” Daniela Lueth, Product Owner at Nepa.

A more in-depth case study highlighting this MMM collaboration is available on www.nepa.com. (http://insights.nepa.com/fmcg-mmm-case-study)

By continuing to leverage integrated partnerships with major advertisers like Facebook, Nepa strives to help clients make sense of endless data streams and develop unique methodologies that empower global brands make smarter media decisions.

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