Growth / Media

But, when I look at cost per reach, it's three to four times more expensive than my other touchpoints, and therefore it needs to be at least three to four times more effective. As of today, I have no way to prove that,

With rising ad costs, we've become more selective. We test campaigns first and only scale what works. The focus is on efficiency, not just reach

One of the biggest issues we have is attribution is not possible when your sales channel doesn’t belong to you. My sales happen through a grocer or e-commerce, and they don’t send me the data back. I can’t close the loop.

[show notes] "Move beyond platform-native reporting and make attribution decisions you can defend internally... they unlocked +19.7% more revenue and a >500% RO[I]."

In categories like real estate, where purchase cycles can range from one day to over two years, traditional attribution models simply don’t work,

As we simplify the business, we need a clearer view of what’s genuinely driving commercial outcomes and where investment can work harder,

That clarity allows us to make smarter investment decisions, strengthen our connection with Australian customers, and continue pushing the category forward.

Sometimes I don’t even know whether the person I reached actually landed in the store or on the page. There’s a black hole there. Media mix modelling also doesn’t fully work because my tertiary sales happen much later.

translated from Japanese Deep down everyone knew we should be doing more digital advertising, yet there was fear of changing what we had always done, that is, of cutting TV commercials and flyers. So we thought that if we could make the previously opaque advertising effect visible, it would help push the shift to digital, and we moved ahead with introducing MMM.

皆、心の中ではデジタル広告をもっとやるべきだとわかっていながらも、今までと変えること、つまりテレビCMやチラシを減らすことに対する怖さがありました。そこで、これまで不透明だった広告効果を可視化できれば、デジタル広告への移行の後押しになると考え、MMMの導入を進めました

translated from Japanese We thought MMM might be the way to resolve this dilemma. We started the analysis with some brands, eventually became able to explain advertising's contribution to sales quantitatively, and could even simulate sales if we cut TV advertising and increased digital investment.

このジレンマを解決するために、MMMが使えるのではないかと考えました。一部のブランドから解析を始め、やがて広告の売り上げ貢献度を定量的に説明できるようになり、さらにはテレビ広告を減らしてデジタル投資を増やした場合の売り上げシミュレーションも可能になりました。