In the health and beauty industry, marketing success requires more than just media campaigns. Strong results depend on understanding various factors such as business dynamics (free samples, ‘bogof’ offers, discounts and the number of physical stores), diverse product segments (from personal use to gift items) and seasonality (including key festive periods). Additionally, navigating multi-channel retail complexity and balancing short-term promotions with long-term brand building are essential to capturing campaign effectiveness accurately.
Expanding into international markets only adds to this challenge. At Objective Platform, we simplify this process by enabling you to apply successful strategies across regions and track spillover effects, such as when promoting one product boosts sales of others. Our platform also provides clarity on the incremental value of offline media and the impact of fast-changing trends, ensuring no channel is overlooked in your measurement framework.
Objective Platform’s Marketing Mix Modelling (MMM) solution integrates data from e-commerce platforms, CRM systems, retail partners and social media, offering a comprehensive view of your marketing efforts. This holistic perspective empowers you to optimise budgets, refine strategies and adapt swiftly to shifting consumer behaviour, keeping your brand competitive in a dynamic industry.
