More Than Data

Case Study: How a Data Analytics Consultancy Transformed Marketing Strategy for a Meat and Poultry Brand in Australia

Mar 18, 2025By More Than Data
More Than Data

Introduction

In the highly competitive meat and poultry industry, effective marketing strategies are essential for driving brand awareness, customer loyalty, and sales growth. However, measuring the effectiveness of marketing efforts can be challenging, especially when dealing with complex media mixes and granular data requirements. This case study explores how More Than Data helped a management consulting firm optimize its marketing strategy for a prominent meat and poultry brand in Australia. By addressing critical challenges and implementing advanced solutions, the consultancy enabled the brand to minimize marketing costs, improve execution efficiency, and achieve measurable results.

The Challenge

The management consulting firm was tasked with improving the marketing strategy and efficiency of a meat and poultry brand in Australia. The brand’s marketing efforts included a mix of Above the Line (ATL) and Below the Line (BTL) channels, such as TV, Out-of-Home (OOH), and digital campaigns. However, the consulting firm faced several significant challenges:

1. Inadequate Marketing Effectiveness Measurement

The consulting firm recognized the importance of measuring marketing effectiveness but struggled with the tools and methodologies available. They initially used Meta Robyn, a marketing mix modelling (MMM) tool, but encountered several limitations:

  • Limited Scalability: Meta Robyn could not handle a large number of marketing and non-marketing variables without becoming excessively slow.
  • Lack of Granularity: The tool could not provide the detailed breakdowns required by the brand’s marketing team. For example, the brand wanted granular insights into specific OOH sub-channels (e.g., roadside billboards, street furniture, in-transit ads) and TV sub-channels (e.g., Sydney Metro, Melbourne Metro, Brisbane Metro across different networks like Channel 7 and Channel 9).
  • Monthly Refresh Requirements: The brand required monthly updates to the marketing mix model to inform ongoing strategy adjustments. This frequency placed immense pressure on the consulting firm’s team, leading to burnout and dissatisfaction.

2. Data Collection and Processing Challenges

The brand’s sales data was highly segmented, with categories such as fresh meat, processed meat, and different types of meat (e.g., pork, beef, chicken, lamb). Additionally, offline media data (e.g., TV and OOH) was difficult to collect and process efficiently. The consulting firm lacked the tools and infrastructure to automate data collection and reconciliation, leading to inefficiencies and delays.

3. Client Dissatisfaction

The brand had grown increasingly unhappy with the consulting firm’s inability to deliver actionable insights and meet its expectations. This dissatisfaction threatened the consulting firm’s relationship with the client and its reputation in the industry.

The Solution: A Comprehensive Approach by the Data Analytics Consultancy

To address these challenges, the consulting firm partnered with More Than Data specializing in marketing mix modelling and data-driven decision-making. The consultancy implemented a multi-faceted solution:

1. Replacing Meta Robyn with a Robust MMM Solution

The first critical decision was to stop using Meta Robyn and adopt a more advanced and scalable marketing mix modelling solution. The new tool could handle a large number of variables, provide granular insights, and deliver results quickly, even with monthly updates.

2. Automating Data Collection and Processing

More Than Data built an automated data pipeline to streamline the collection and processing of sales and media data. This pipeline included:

  • Sales Data Automation: Automated collection and categorization of sales data by product type (e.g., fresh vs. processed meat) and meat category (e.g., pork, beef, chicken, lamb).
  • Semi-Automated Media Data Processing: A semi-automated pipeline for online and offline media data (e.g., TV, OOH and Digital), developed in collaboration with the consulting firm’s data engineers.

3. Granular Marketing Mix Modelling

The consultancy implemented a comprehensive MMM approach that measured all marketing and non-marketing variables at the required granularity level. This included:

  • Media Sub-Channel Analysis: Detailed breakdowns of OOH sub-channels (e.g., roadside billboards, street furniture) and TV sub-channels (e.g., Sydney Metro, Melbourne Metro, Brisbane Metro across different networks).
  • Non-Marketing Variables: Incorporation of social-economic factors such as the Consumer Confidence Index, Retail Index, and calculated FMCG Turnover Index to provide a holistic view of external influences on sales.

4. Dynamic Budget Allocation and Scenario Testing

The consultancy developed a user-friendly interface that allowed the consulting firm and the brand’s marketing team to:

  • Test different budget allocation scenarios across media channels.
  • Make real-time predictions based on specific media mixes.
  • Justify marketing investments and optimize media planning.

The Results

The partnership between the consulting firm and More Than Data delivered transformative results:

1. Saved the Consulting Firm’s Relationship with the Client

The consultancy’s solutions addressed the brand’s dissatisfaction and enabled the consulting firm to deliver actionable insights that met the client’s expectations. This turnaround secured the consulting firm’s position and reputation with the brand.

2. Improved Marketing Efficiency and Effectiveness

The brand achieved significant improvements in marketing efficiency, including:

  • Optimized Media Spend: Better allocation of budgets across media channels based on granular insights.
  • Increased ROI: Higher return on investment (ROI) for marketing campaigns due to data-driven decision-making.
  • Monthly Insights: Regular updates to the marketing mix model provided ongoing opportunities for strategy refinement.

3. Enhanced Team Morale and Retention

The consultancy’s solutions alleviated the pressure on the consulting firm’s team, reducing burnout and improving morale. This led to better team retention and a more positive work environment.

4. Secured Additional Clients for the Consultancy

The success of this project led to the onboarding additional clients from the consulting firm. These clients also required advanced MMM solutions to optimize their marketing strategies.

Conclusion

This case study highlights the transformative impact of data-driven marketing strategies in the meat and poultry industry. By partnering with More Than Data, the consulting firm was able to:

  • Overcome the limitations of inadequate tools like Meta Robyn.
  • Automate data collection and processing for greater efficiency.
  • Deliver granular insights that met the brand’s specific requirements.
  • Save its relationship with the client and secure additional business.

For brands and consulting firms alike, adopting advanced marketing mix modelling solutions is essential for staying competitive in today’s data-driven landscape. By leveraging the right tools and expertise, organizations can unlock the full potential of their marketing efforts and achieve measurable, long-term success.

Key Takeaways for Marketers and Consultants

  • Choose the Right Tools: The success of marketing mix modelling depends on using scalable and flexible tools that can handle complex data requirements.
  • Automate Data Processes: Automation streamlines data collection and processing, enabling faster and more accurate insights.
  • Focus on Granularity: Detailed breakdowns of media channels and sales categories provide actionable insights for optimizing marketing strategies.
  • Leverage External Factors: Incorporating social-economic variables offers a holistic view of market dynamics and their impact on sales.
  • Invest in User-Friendly Solutions: Tools that enable dynamic scenario testing and real-time predictions empower marketing teams to make informed decisions.

By following this example, brands and consulting firms can transform their marketing strategies and achieve measurable, long-term success.