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Media Attribution and Media Mix Modelling
Challenge
Re-designing a €7M media investment strategy when gambling-related ads at specific times were forbidden.
Solution
Developed a custom analytical model that showed which marketing levers generated most player registrations and bets.
Media Mix Modelling: Developed a custom Machine Learning model to predict the best 3 media investment strategies and scenarios for the next 2 quarters.
Results
Successful redistribution of €2.7M that generated an increase of 4% in online gambling (isolating Covid-19 effect).
Increase in the total bets and wagering volume by 2%.
Increase in new player registrations by 3.2%.
Media Mix optimised by 7%, equivalent to roughly 480K€.