More Than Data

More Than Data Transformed a Men’s Health Brand’s Marketing Measurement & Strategy

More Than Data
Apr 13, 2025By More Than Data

Introduction

In today’s competitive health and wellness market, brands must leverage data-driven insights to optimize their marketing strategies. For a leading men’s health and general wellbeing brand, measuring the effectiveness of Above-the-Line (ATL) and Below-the-Line (BTL) campaigns was a significant challenge. With fragmented data, overlapping audience segments, and a need for real-time measurement, the brand partnered with More Than Data to build a granular Marketing Mix Model (MMM) that quantified media performance, promotional synergy, and cross-product impact.

This article explores how More Than Data’s solution helped the brand:

  • Measure and quantify ATL & BTL media performance
  • Track the synergy between TV/Radio and digital promotions
  • Optimize media mix for different audience groups
  • Analyse cross-product bundle sales impact
  • Enable real-time marketing planning & forecasting

The Challenge: Fragmented Data & Complex Audience Targeting

The men’s health brand primarily targeted three key audience segments:

  • Men aiming to lose body weight
  • Men looking to grow muscle
  • Men seeking a balanced everyday diet

Each segment responded differently to media channels, making it crucial to tailor the marketing mix. However, the brand faced several challenges:

1. Disorganized & Fragmented Data

  • Data from Meta, Google Ads, TikTok, Snapchat, TV, and Radio was mismanaged.
  • Manual data collection took 2-3 weeks, delaying insights.
  • Mismatched reporting led to version control issues.

2. Measuring ATL & Promotional Synergy

  • The brand needed to measure both standalone and combined effects of ATL (TV, Radio) and BTL (social, search, influencers).
  • They also wanted to track how promotions (online vouchers) interacted with media spend.

3. Cross-Product Purchase Behaviour

  • Many customers bought product bundles (e.g., weight loss + muscle growth).
  • Traditional MMM struggled to attribute sales correctly when promotions overlapped.

4. Real-Time Decision-Making Needed

  • The in-house marketing team required a live measurement system to adjust campaigns dynamically.

The Solution: Automated Data Pipelines & Granular MMM

1. Automated & Semi-Automated Data Collection

  • Fully Automated: APIs from Google Ads, Meta, TikTok, Snapchat pulled real-time ad performance data.
  • Semi-Automated: TV & Radio data was ingested from publisher reports in just 3 days (vs. 2-3 weeks manually).

2. Granular Marketing Mix Modelling

  • Measured ATL & BTL contributions separately and their synergistic effects.
  • Modelled bundle promotions to understand cross-product sales impact.
  • Built response curves to predict sales based on media spend.

3. Optimized Media Mix for Each Audience Segment

  • Weight Loss Audience: Best responded to online video, influencers, TikTok, and social ads.
  • Muscle Growth Audience: More influenced by search and performance marketing.
  • Diet Balancers: Engaged via ATL (TV/Radio) + educational promotions.

4. Real-Time Planning & Forecasting

  • The brand could simulate budget scenarios before launching campaigns.
  • Incremental testing helped validate media effectiveness without overspending.

The Results: Higher Sales, Better ROAS & Smarter Budgeting

✅ Identified High-Performing Bundle Promotions

  • Certain product bundles (e.g., weight loss + diet balancers) drove higher conversion rates.

✅ Optimized Media Mix per Audience

  • Weight loss ads performed best on TikTok & influencer marketing.
  • Diet-focused campaigns benefited from TV ads + voucher promotions.

✅ Sales Uplift: 2% In-Store, 8% Online

  • In-store sales grew 2% YoY due to better-targeted ATL campaigns.
  • Online sales surged 8% from optimized digital promotions.

✅ 16% ROAS Improvement

  • Synergy between ATL + digital promotions amplified returns without increasing budget.

Testimonial from the Brand

"Working with More Than Data transformed our marketing measurement approach. Their automated data pipelines eliminated weeks of manual work, and their MMM provided crystal-clear insights into how ATL, digital ads, and promotions work together. We now know exactly which media mix works for each audience segment and how bundle promotions drive sales. Most importantly, we’ve seen an 8% boost in online sales and 16% higher ROAS—all without increasing our budget. Their real-time planning tools empower our in-house team to make faster, smarter decisions."

Conclusion: Data-Driven Decisions = Higher ROAS

For men’s health brands, precision in media measurement is key. By leveraging automated data collection, granular MMM, and response curve modelling, More Than Data helped this brand:

  • Eliminate guesswork in media planning
  • Maximize ATL + BTL synergy
  • Boost sales & ROAS efficiently

The future of marketing is real-time, data-driven, and audience-specific—and this case study proves it.