How mLab.Sales helped Hebe omnichannel retail business grow?
The need for MMM as a Service solutions
Ongoing econometric modeling of sales is for business leaders what camera is for movie directors. Effort of actors will lead to a cinematic masterpiece only when they are recorded. Similarly, market changes, multitude of campaigns and use of new media touchpoints is a material for learning and growth only when the business has a tool to record the impact.
Modern marketing is not a mere soap opera, but rather an action movie with a lot of plot twists. That’s why “ongoing” is often not a choice but rather a must have to maximize actionability of the learnings.
Actual impact of implementing mLab.Sales measurement solution on the total (online + offline) Hebe sales
By using ongoing econometrics HEBE (a leading beauty retailer on the polish market) was able to act on market changes and better adjust the marketing-mix for their business. Acknowledging the big impact of media on sales in offline stores and placing more focus on awareness media ultimately led to 18% increase in the Meta advertising efficiency and nearly 14% growth in overall media-mix efficiency in a span of only 4 months.
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