Major UK Retailer MMM Case Study (2025)
16 March 2026
- Objective: Allocate a central media budget across multiple individual European markets based on current and potential growth rates
- Approach: Multivariate segmentation of European markets
- Solution: Build a segmentation of around 30 markets using population, economic, car sales data, and media costs, then combined segments into actionable groups and allocated budgets based on future sales potential
- Applicable to: Any business or marketing team that has a central budget for multiple markets and needs to ensure the budget is distributed at the correct weights across multiple markets.
Simon Foster
Principal of MarketingIQ in London. Expertise in Customer Analytics, Marketing Mix Modelling (MMM), Influencer Measurement and Media Mix Optimisation. 25 years experience building models and leading data science teams for major agency groups including Interpublic, Omnicom and WPP.