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<h2>Introduction</h2><p>Australia's snow gear market—from snowboards to ski-in/ski-out apparel—is finally showing signs of thawing. Resorts like Perisher are at full operations this season, attracting keen snowboard and ski enthusiasts SnowStash. Yet, one local outdoor brand specializing in camping equipment, hiking gear, and snow gear is puzzled: sales are continuing to drop despite heavy media and promotional investments.</p><p>They turned to More Than Data to analyse what’s really at play. Could media, promotions, pricing changes, competition, economic pressures, or ski resort dynamics like lift tickets and nearby Airbnb be impacting sales? What emerged was a comprehensive Marketing Mix Modelling (MMM) analysis revealing how these factors interact—and what this brand must do to regain traction.</p><figure id="figure-w9f7uxjatgmep8w9g0"><img id="w9f7uxjatgmep8w9g0" src="https://media.gettyimages.com/id/2205470274/photo/wooden-blocks-with-percentage-sign-and-down-arrow-financial-recession-crisis-interest-rate.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=8VQx8KwAjUBrc5qZH6XU2ShTIEyIYOC7wa3VUAhVOVk=" alt="The brand is troubled by a persistent sales decline. Our findings indicate this is not due to its marketing efforts, but is instead linked to a wider economic contraction affecting the entire market." title="The brand is troubled by a persistent sales decline. Our findings indicate this is not due to its marketing efforts, but is instead linked to a wider economic contraction affecting the entire market." class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="The outdoor brand is experiencing a concerning decline in sales. However, internal analysis suggests this trend is not solely attributable to its media and marketing performance, but is also being driven by a broader economic downturn impacting consumer spending." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2205470274/photo/wooden-blocks-with-percentage-sign-and-down-arrow-financial-recession-crisis-interest-rate.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=8VQx8KwAjUBrc5qZH6XU2ShTIEyIYOC7wa3VUAhVOVk=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">The outdoor brand is experiencing a concerning decline in sales. However, internal analysis suggests this trend is not solely attributable to its media and marketing performance, but is also being driven by a broader economic downturn impacting consumer spending.</figcaption></figure><h2>Why Use Marketing Mix Modelling?</h2><p>Marketing Mix Modelling (MMM) provides analytical rigor by quantifying how media, marketing, and social-economic factors affect short-term sales. It’s perfect for seasonal products like ski gear, where marketing dollars must be precise and impact measurable.</p><p>The project focused on answering:</p><ul><li>Why are sales falling year-on-year?<br></li><li>What roles do ATL, BTL, e-commerce, pricing, promotions, and new products play?<br></li><li>Is competition intensifying channel mix erosion?<br></li><li>What macroeconomic, social, and seasonal drivers are at work?<br></li><li>How do ski resort ticket prices and accommodation affect purchasing decisions?&nbsp;</li></ul><figure id="figure-5s2fxcztapmep984c7"><img id="5s2fxcztapmep984c7" src="https://cdn.durable.co/blocks/1IN4zwRl3BtVVZO76w7wMwWjVbWx71cY40Lso7GmSxF6WC267cZ6US4vhMy7ZLg6.png" alt="MMM measures marketing effectiveness and efficiency across all levels, from strategic budget planning to granular campaign tactics" title="MMM measures marketing effectiveness and efficiency across all levels, from strategic budget planning to granular campaign tactics" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Marketing Mix Modeling (MMM) empowers brands to quantify the impact of their media and marketing efforts, providing actionable insights that range from strategic, large-scale budget allocation to granular tactical optimizations." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1IN4zwRl3BtVVZO76w7wMwWjVbWx71cY40Lso7GmSxF6WC267cZ6US4vhMy7ZLg6.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Marketing Mix Modeling (MMM) empowers brands to quantify the impact of their media and marketing efforts, providing actionable insights that range from strategic, large-scale budget allocation to granular tactical optimizations.</figcaption></figure><h3>Consumers Are Becoming More Rational and Cost-Conscious</h3><p>Amid economic uncertainty, rising interest rates, and living costs, discretionary purchases like snow gear are being deprioritized. Data demonstrates a marked shift toward saving over spending.</p><ul><li>Media narrative: Retailers such as Aldi struggled to clear seasonal snow gear, leaving many products unsold. This reflects broader consumer hesitance: <a data-mce-href="https://www.dailytelegraph.com.au/subscribe/news/1/?sourceCode=DTWEB_WRE170_a_GGL&amp;dest=https%3A%2F%2Fwww.dailytelegraph.com.au%2Fnews%2Fnsw%2Fout-of-reach-440-per-cent-price-price-hikes-melt-ski-dreams-for-ordinary-aussies%2Fnews-story%2F07d355810a2b48ac02b53d34b4efcced&amp;memtype=anonymous&amp;mode=premium&amp;v21=HIGH-Segment-1-SCORE" href="https://www.dailytelegraph.com.au/subscribe/news/1/?sourceCode=DTWEB_WRE170_a_GGL&amp;dest=https%3A%2F%2Fwww.dailytelegraph.com.au%2Fnews%2Fnsw%2Fout-of-reach-440-per-cent-price-price-hikes-melt-ski-dreams-for-ordinary-aussies%2Fnews-story%2F07d355810a2b48ac02b53d34b4efcced&amp;memtype=anonymous&amp;mode=premium&amp;v21=HIGH-Segment-1-SCORE" target="_blank" rel="noopener"><strong>440 Percent Price Hikes Put Ski Dreams on Ice</strong></a>.<br></li><li>Families facing mortgage pressures are opting out of luxury gear spend despite an enduring passion for winter sports. Aldi's famed "Special Buys" strategy has backfired spectacularly this season, as unsold snow gear overwhelms store shelves—transforming the typically tidy discount sections into cluttered, grim scenes of overstock:<a data-mce-href="https://www.news.com.au/travel/travel-updates/warnings/grim-scenes-at-aldi-as-snow-gear-overflows-special-buys-shelves/news-story/f4154ca8def49c88a2f6eae8c6eda557" href="https://www.news.com.au/travel/travel-updates/warnings/grim-scenes-at-aldi-as-snow-gear-overflows-special-buys-shelves/news-story/f4154ca8def49c88a2f6eae8c6eda557" target="_blank" rel="noopener"><strong> Grim scenes at Aldi as snow gear overflows Special Buys shelves</strong></a>.</li></ul><figure id="figure-a5qg9l1ze8mep9bh3p"><img id="a5qg9l1ze8mep9bh3p" src="https://cdn.durable.co/blocks/1fXgnp2j7SlDJ4vjfZEK8rtOTH0avJoN4w7xHO2STFkDmObnqQ1aqeScr6NGw147.png" alt="This photo, sourced from Yahoo News, depicts Aldi's overstocked shelves of unsold snow gear—a clear example of a seasonal " align="" title="This photo, sourced from Yahoo News, depicts Aldi's overstocked shelves of unsold snow gear—a clear example of a seasonal " class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="This photo from Yahoo News tells a cautionary tale: Aldi’s “Special Buy” snow gear sits overflowing and unsold. It’s a visual case study in the importance of matching seasonal inventory with actual consumer demand." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1fXgnp2j7SlDJ4vjfZEK8rtOTH0avJoN4w7xHO2STFkDmObnqQ1aqeScr6NGw147.png" data-mce-style="aspect-ratio: 1/1; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">This photo from Yahoo News tells a cautionary tale: Aldi’s “Special Buy” snow gear sits overflowing and unsold. It’s a visual case study in the importance of matching seasonal inventory with actual consumer demand.</figcaption></figure><h3>Financial Pressures Are Suppressing Discretionary Spend</h3><p>As RBA cash rates rise, household budgets tighten:</p><ul><li>Mortgage and loan repayments absorb higher budgets.<br></li><li>Ski gear, a one-off high-cost outlay, becomes less appealing, especially when bundled with increasing ski resort expenses.&nbsp;<br></li></ul><h3>Promotions Are Less Differentiating in a Crowded Market</h3><p>While promotions, discounts, and price positioning remain shopper magnets, they offer little separation when every competitor plays the same card.</p><ul><li>Consumers now wait for markdowns, but the shrinking buying pool and aggressive discounting dilute effectiveness.<br></li><li>Brands battling over the same consumer base erode stand-alone value, pushing sales into a zero-sum game.<br>&nbsp;</li></ul><h3>ATL vs BTL Media Effectiveness: A Marked Difference</h3><p>The MMM revealed stark contrasts:</p><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-style="border-collapse: collapse; width: 100%;"><tbody><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>Media Channel Type</strong></em></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>Purpose</strong></em></td><td style="width: 33.335%;" data-mce-style="width: 33.335%;"><em><strong>Sales Impact</strong></em></td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>ATL</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Awareness, brand identity (TV, billboards, radio)</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Low immediate sales</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>BTL</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Direct conversions (paid search, social, e-commerce listings)</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">High, measurable ROI</td></tr></tbody></table><p>While outdoor billboards and radio spreads brand awareness, they don’t directly convert. E-commerce platforms (Amazon, eBay) and paid search are much better for true short-term sales lift.</p><h3>Timing is Everything: Public and School Holidays Matter</h3><p>Family snow trips drive gear purchases before peak periods like NSW’s July and August school holidays. Recent data confirms significant traffic and sales spikes tied to those dates.</p><ul><li>Aligning promotions with holiday triggers (e.g., “Gear up before the school holidays”) can maximize conversion opportunities.<br></li></ul><h3>The Perisher Deep Dive: A Critical External Driver</h3><p><strong>Ski Resort Cost Dynamics</strong></p><ul><li>Perisher adult day-pass prices now range from AUD $183 (advance) to up to $250 on the day.<br></li><li>Lift ticket costs have surged over 441% since 1990. This major jump exercises pressure on discretionary purchases like ski gear.</li></ul><p><strong>Accommodation Cost and Availability</strong></p><ul><li>Nearby Perisher Valley accommodations often list online for at least AUD $279 per night, even for modest hotels or lodges.&nbsp;<br></li><li>Peak-season demand leads to rare vacancy and elevated prices—many families struggle to afford longer stays, directly limiting gear purchases.<br></li></ul><h3>Competitor Benchmarking Elevates the Story</h3><p>When diving into domestic competitors:</p><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-style="border-collapse: collapse; width: 100%;"><tbody><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>Competitor</strong></em></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>Positioning Strategy</strong></em></td><td style="width: 33.335%;" data-mce-style="width: 33.335%;"><em><strong>Observations</strong></em></td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Competitor A</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">High-volume discount promotions in e-com channels</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Gains ground but lowers margin</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Competitor B</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Premium, sustainable ski gear, higher price points</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Niche appeal, limited reach</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Competitor C</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Frequent flash sales on Amazon, heavy paid search</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Short wins, brand diluted</td></tr></tbody></table><p>Sales modelling indicated June and early July surge for Competitor A (pre Snow Season), while Competitor B holds consistent but low volume, indicating a loyal yet limited niche. Competitor C drives short-term e-com spikes but doesn’t convert consistently in physical retail.</p><figure id="figure-at3g5ycsbmmep9h6n5"><img id="at3g5ycsbmmep9h6n5" src="https://media.gettyimages.com/id/2196151341/photo/two-schoolchildren-go-to-school-in-the-back-seat-of-a-tram.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=TDPAWJtyuOS85zsQjt52TncvicnDC6lRLlM6aVDXm8M=" alt="The NSW school holidays coincide with the peak snow season, creating an ideal opportunity to run special promotions and boost sales of snow gear" title="The NSW school holidays coincide with the peak snow season, creating an ideal opportunity to run special promotions and boost sales of snow gear" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 30%;" data-corners="default" data-aspect="3:2" data-caption="The alignment of the NSW school holidays with the snow season presents a perfect strategic window for launching targeted promotions and driving revenue for winter sports products." data-positionx="50%" data-positiony="30%" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2196151341/photo/two-schoolchildren-go-to-school-in-the-back-seat-of-a-tram.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=TDPAWJtyuOS85zsQjt52TncvicnDC6lRLlM6aVDXm8M=" data-mce-style="aspect-ratio: 3/2; object-position: 50% 30%;"><figcaption class="body-normal text-gray-500 mt-2">The alignment of the NSW school holidays with the snow season presents a perfect strategic window for launching targeted promotions and driving revenue for winter sports products.</figcaption></figure><h2>Strategic Recommendations from MMM Findings</h2><p>From the modelling and insights, here are both short-term and long-term tactical levers:</p><h3>Reallocate Media Budget</h3><ul><li>Shift from ATL to high-performing BTL media for immediate sales: search, social, Amazon and eBay.<br></li><li>Trim billboard spend; shift ad dollars to conversion-cantered platforms.</li></ul><h3>Sync with Seasonal Demand Triggers</h3><ul><li>Launch promotions around ski resort ticket release dates.<br></li><li>Piggyback offers on school holiday calendars and weather forecasts.<br></li></ul><h3>Reinvent Value Messaging</h3><ul><li>In ads, underscore product durability (e.g., “Built to last ski season after season”) over discount.<br></li><li>Co-market bundled packages (gear + ticket or gear + lodging partnership), perhaps in collaboration with Jindabyne accommodations.</li></ul><h3>Differentiate Beyond Price Cuts</h3><ul><li>Stand out via brand storytelling (e.g., Australian-made, sustainability).<br></li><li>Collaborate with influencers for product visibility without racing to price parity.<br></li></ul><h3>Track Macro Indicators as Early Signals</h3><ul><li>Consumer confidence, unemployment, RBA cash rate shifts—monitor these as orientation signals for planned promotions and inventory.<br></li></ul><figure id="figure-jszez8fkj9mep9lwl6"><img id="jszez8fkj9mep9lwl6" src="https://cdn.durable.co/blocks/2bcU6z0nsufwMMNPAoRo5KiGnNao3gcQofS0vVBFhgHegRHHvFDkDqnFp6PudB09.png" alt="While Perisher’s site shows sky-high lift ticket costs, social media tells another story: users are buying, selling, and seeking discounts, reflecting price sensitivity and a vibrant secondary market" title="While Perisher’s site shows sky-high lift ticket costs, social media tells another story: users are buying, selling, and seeking discounts, reflecting price sensitivity and a vibrant secondary market" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="This screenshot from Perisher Ski Resort's official website reveals the premium pricing of a single adult lift pass. However, a parallel economy has emerged on social media, where users are actively reselling discounted tickets or seeking them out—highlighting a significant gap between official rates and what consumers are willing to pay." data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/><figcaption class="body-normal text-gray-500 mt-2">This screenshot from Perisher Ski Resort's official website reveals the premium pricing of a single adult lift pass. However, a parallel economy has emerged on social media, where users are actively reselling discounted tickets or seeking them out—highlighting a significant gap between official rates and what consumers are willing to pay.</figcaption></figure><h2>Conclusion</h2><p>Snow gear sales are currently at a crossroads shaped by changing consumer psychology, tighter budgets, competition, and external cost pressures—especially from Perisher ski resort ticket prices and nearby accommodation coasting upward.</p><p>By leveraging Marketing Mix Modelling, More Than Data illuminated precisely which marketing levers influence sales—and which don’t. Strategic adjustments—refocusing media spend, timing promotions better, and differentiating on brand value—are the path back to growth.</p>

Why Your Snow Gear Sales Might Be Slipping Even with Media Support

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Quantifying Promotion Impact: A Marketing Mix Modelling Deep Dive into Woolworths, Coles, and IGA

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<h2>Introduction</h2><p>When a regional but reputable property developer and its trusted builder completed a premium apartment project in inner Sydney, the stakes were high. This was not just another project—it was positioned as a flagship development targeting both first home buyers and savvy property investors looking for a negatively geared asset in Sydney’s competitive housing market. The challenge? To generate quality leads and prove the effectiveness of a high-cost radio advertising campaign on 2GB radio in driving traffic to the project’s landing page and official website.</p><p>This blog will walk you through how More Than Data applied Google Analytics, advanced attribution modelling, and robust media measurement frameworks to track, analyse, and uncover the real impact of radio ads on digital traffic. It also reveals why transparency and data-based evidence matter when assessing media agency performance.</p><figure id="figure-6qkdeq4qismeih01ja"><img id="6qkdeq4qismeih01ja" src="https://media.gettyimages.com/id/2162324198/photo/modern-apartment-buildings-background-with-copy-space.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=0NDX3eg7P0JipJ-QHErJ9mTSckma_UfBWYKUvzQw_hw=" alt="More Than Data helped a real estate developer measure the effectiveness of its radio advertising campaign and track landing page performance for its new project" title="More Than Data helped a real estate developer measure the effectiveness of its radio advertising campaign and track landing page performance for its new project" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="Apartment buildings are scattered throughout the inner Sydney city area." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2162324198/photo/modern-apartment-buildings-background-with-copy-space.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=0NDX3eg7P0JipJ-QHErJ9mTSckma_UfBWYKUvzQw_hw=" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Apartment buildings are scattered throughout the inner Sydney city area.</figcaption></figure><h2>The Landing Page Strategy</h2><p>To capture leads, the property developer created a dedicated landing page attached to its corporate website. This page showcased the apartment project with:</p><ul><li>A 3D video demo of the apartments<br></li><li>A detailed project overview (location, pricing, lifestyle appeal)<br></li><li>An Expression of Interest (EOI) form, where visitors could provide their name, phone number, and email<br></li><li>A clear submission button to track intent-to-purchase<br></li></ul><p>The landing page was designed not only for information but also as a conversion funnel to qualify leads from both online and offline channels.</p><h2>Radio Advertising on 2GB</h2><p>The property developer decided to partner with its media agency to run multiple radio ads on 2GB radio station. With 2GB’s strong listener base in Greater Sydney, the goal was to reach a broad audience of potential property buyers and investors. The campaign, costing around $20,000 (excluding creative production), aimed to:</p><ul><li>Raise awareness of the apartment project<br></li><li>Drive listeners to visit the website and landing page<br></li><li>Generate submissions of the EOI form<br></li></ul><p>But the key question remained: Did the radio ads actually drive landing page visits? This is where More Than Data stepped in.</p><figure id="figure-hihf0bpjk9meih8yy6"><img id="hihf0bpjk9meih8yy6" src="https://cdn.durable.co/blocks/28h5iqSgxh2tHlJ6GPbxxi1NnWXRHVzZuaPvJspQTOGuvBJWba6ZWr7E4NjHEyYV.png" alt="This post-campaign report from 2GB Radio provides a breakdown of advertising rates and market value for each radio ad, offering clear insights into campaign performance" title="This post-campaign report from 2GB Radio provides a breakdown of advertising rates and market value for each radio ad, offering clear insights into campaign performance" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: 0% 50%;" data-corners="default" data-aspect="1:1" data-caption="This is a post-campaign report from 2GB Radio, detailing ad rates and the corresponding market value for each placement." data-positionx="0%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/28h5iqSgxh2tHlJ6GPbxxi1NnWXRHVzZuaPvJspQTOGuvBJWba6ZWr7E4NjHEyYV.png" data-mce-style="aspect-ratio: 1/1; object-position: 0% 50%;"><figcaption class="body-normal text-gray-500 mt-2">This is a post-campaign report from 2GB Radio, detailing ad rates and the corresponding market value for each placement.</figcaption></figure><h2>Setting Up Tracking with Google Analytics</h2><p>Before launching the radio ads, More Than Data implemented Google Analytics event tracking on the landing page. This enabled granular measurement of visitor behaviour. Key tracked events included:</p><ul><li><strong>Scroll</strong>: Did visitors engage with the content?<br></li><li><strong>Video clicks</strong>: How many played the 3D demo?<br></li><li><strong>Form interactions</strong>: Did visitors start filling out the EOI form?<br></li><li><strong>Form submissions</strong>: How many completed the EOI process?<br></li></ul><p>With proper tags and triggers, the foundation for attributing website performance to media channels was in place.</p><h2>Connecting Radio Ads to Website Traffic</h2><p>Post-campaign, More Than Data integrated two critical data sources:</p><ul><li><strong>2GB radio ad logs</strong> – including times, slots, campaign frequency and rates<br></li><li><strong>Google Analytics website traffic data</strong> – segmented by time and event-level interactions<br></li></ul><p>By combining these datasets, More Than Data could simulate how radio ads influenced web visits and conversions.</p><figure id="figure-ktdqhsw02bmeihkisp"><img id="ktdqhsw02bmeihkisp" src="https://cdn.durable.co/blocks/21UYIF9oRJovlke8RLjXWwZC55sBQpgx9l9FSVi0RwcnqFdZDbrtjsIFtRaQMt0C.png" alt="Google Analytics highlights several traffic sources, including social, referral, paid search, direct, and organic search. To ensure analysis accuracy, we excluded paid search, social, and referral, focusing only on direct and organic traffic. Three key metrics were tracked over time: page scrolls, video clicks, and EOI form submissions" title="Google Analytics highlights several traffic sources, including social, referral, paid search, direct, and organic search. To ensure analysis accuracy, we excluded paid search, social, and referral, focusing only on direct and organic traffic. Three key metrics were tracked over time: page scrolls, video clicks, and EOI form submissions" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 35% 50%;" data-corners="default" data-aspect="3:2" data-caption="In Google Analytics, traffic sources include social, referral, paid search, direct, and organic search. For a more accurate analysis, we excluded paid, social, and referral channels—focusing only on direct and organic traffic. Over time, three conversion metrics were tracked: page scroll depth, video engagement clicks, and EOI form submission button clicks." data-positionx="35%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/21UYIF9oRJovlke8RLjXWwZC55sBQpgx9l9FSVi0RwcnqFdZDbrtjsIFtRaQMt0C.png" data-mce-style="aspect-ratio: 3/2; object-position: 35% 50%;"><figcaption class="body-normal text-gray-500 mt-2">In Google Analytics, traffic sources include social, referral, paid search, direct, and organic search. For a more accurate analysis, we excluded paid, social, and referral channels—focusing only on direct and organic traffic. Over time, three conversion metrics were tracked: page scroll depth, video engagement clicks, and EOI form submission button clicks.</figcaption></figure><h2>Attribution Modelling and Adstock Transformation</h2><p>The methodology involved more than simple correlation. More Than Data applied:</p><ul><li><strong>Adstock Transformation</strong>: To simulate the carry-over and time-decay effect of radio ads. Listeners don’t always act instantly after hearing an ad; some may visit hours or even days later<br></li><li><strong>Attribution Modelling</strong>: To quantify the contribution of radio ads versus other channels (paid search, social, referral)<br></li></ul><p>This provided a more realistic measure of how much incremental traffic was driven by radio.</p><h2>Challenges Addressed by More Than Data</h2><p>Several technical and operational hurdles had to be overcome:</p><ul><li><strong>Processing 2GB Post-Campaign Data</strong>: Cleaning and aligning broadcast logs with website analytics<br></li><li><strong>Landing Page Analytics</strong>: Extracting event-level insights from Google Analytics<br></li><li><strong>Applying Adstock Transformation</strong>: Capturing delayed audience response<br></li><li><strong>Attribution Framework</strong>: Separating radio-driven visits from organic or coincidental traffic<br></li><li><strong>Measuring Impact</strong>: Quantifying the true incremental effect of radio on landing page visits<br></li><li><strong>Automating Reporting</strong>: Delivering results via an interactive HTML report that the developer could explore<br></li></ul><figure id="figure-mtj4cyxubtmeihqlqs"><img id="mtj4cyxubtmeihqlqs" src="https://cdn.durable.co/blocks/1e8CWgZJuvBS7g1GAZQ9bbkgPQxvtjqkfcA4npVVfUpw3t6YPdW5kwBcM9PCLGU4.png" alt="We applied an adstock transformation to the estimated radio audience reach and found that the ads generated a one-day carry-over effect, which quickly decayed over time" title="We applied an adstock transformation to the estimated radio audience reach and found that the ads generated a one-day carry-over effect, which quickly decayed over time" class="object-cover bg-gray-100" style="aspect-ratio: 16/9; object-position: 0% 50%;" data-corners="default" data-aspect="16:9" data-caption="Using adstock transformation on the estimated radio audience reach, we discovered that radio advertising had a short-term carry-over effect lasting one day, before decaying rapidly over time." data-positionx="0%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1e8CWgZJuvBS7g1GAZQ9bbkgPQxvtjqkfcA4npVVfUpw3t6YPdW5kwBcM9PCLGU4.png" data-mce-style="aspect-ratio: 16/9; object-position: 0% 50%;"><figcaption class="body-normal text-gray-500 mt-2">Using adstock transformation on the estimated radio audience reach, we discovered that radio advertising had a short-term carry-over effect lasting one day, before decaying rapidly over time.</figcaption></figure><figure id="figure-gw8oz83fh6meii3alu"><img id="gw8oz83fh6meii3alu" src="https://cdn.durable.co/blocks/f10petf3RNmxW4LjVCxHC2j4YBzzNGhelHtv4NHWH7r4yavinEC0eG9emJioh4Fg.png" alt="This table illustrates the impact of 2GB radio ads on landing page visits, with online visitors attributed through attribution modeling" title="This table illustrates the impact of 2GB radio ads on landing page visits, with online visitors attributed through attribution modeling" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 50%;" data-corners="default" data-aspect="3:2" data-caption="This table demonstrates how 2GB radio ads influenced landing page traffic, with attributed online visitors measured using attribution modeling." data-positionx="0%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/f10petf3RNmxW4LjVCxHC2j4YBzzNGhelHtv4NHWH7r4yavinEC0eG9emJioh4Fg.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 50%;"><figcaption class="body-normal text-gray-500 mt-2">This table demonstrates how 2GB radio ads influenced landing page traffic, with attributed online visitors measured using attribution modeling.</figcaption></figure><h2>Findings: Radio’s Real Impact</h2><p>The results surprised the property developer:</p><ul><li>Radio ads on 2GB did not significantly drive landing page traffic<br></li><li>Most visits came from organic search and direct traffic<br></li><li>EOI form submissions were far below expectations<br></li></ul><p>In other words, the $20,000 radio spend almost failed to deliver measurable ROI in terms of digital conversions.</p><h2>Why the Audit Was Necessary</h2><p>The property developer had relied on its media agency for ATL campaigns, including OOH, TV, and Radio. However, doubts emerged about the agency’s performance. By involving More Than Data, the developer sought:</p><ul><li>Independent verification of media impact<br></li><li>Transparency into whether agency recommendations aligned with real outcomes<br></li><li>Data-driven evidence before renewing its annual account service contract<br></li></ul><p>The findings validated the developer’s scepticism: the media agency had oversold radio’s role in driving digital engagement.</p><figure id="figure-4l18mstgomeiibunr"><img id="4l18mstgomeiibunr" src="https://cdn.durable.co/blocks/2fQfiqrsBdij2u5Ur7gCR9GJwYMOKdWAlQZIACK2KkZIfyFbiligxN9rHPnX163j.png" alt="The chart shows that radio ads, including their carry-over and time-decay effects, cannot fully explain the actual landing page visits. Quantitative analysis indicates that 25.19% of the landing page variation can be attributed to radio campaigns" title="The chart shows that radio ads, including their carry-over and time-decay effects, cannot fully explain the actual landing page visits. Quantitative analysis indicates that 25.19% of the landing page variation can be attributed to radio campaigns" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: 50% 50%;" data-corners="default" data-aspect="16:9" data-caption="This chart highlights that while radio ads with carry-over and time-decay effects contribute to landing page traffic, they explain only part of the results. Attribution analysis shows that 25.19% of landing page variations are directly linked to radio campaigns." data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2fQfiqrsBdij2u5Ur7gCR9GJwYMOKdWAlQZIACK2KkZIfyFbiligxN9rHPnX163j.png" data-mce-style="aspect-ratio: 16/9; object-position: 50% 50%;"><figcaption class="body-normal text-gray-500 mt-2">This chart highlights that while radio ads with carry-over and time-decay effects contribute to landing page traffic, they explain only part of the results. Attribution analysis shows that 25.19% of landing page variations are directly linked to radio campaigns.</figcaption></figure><h2>Lessons for Property Developers and Builders</h2><p>This case highlights several broader lessons:</p><h3>1. Don’t Assume Offline Media Drives Online Traffic</h3><p>Not all radio ads translate to website visits. Tracking and attribution are essential.</p><h3>2. Data Transparency Matters</h3><p>Developers should demand accountability from media agencies. Inflated claims without measurement erode trust.</p><h3>3. Google Analytics Is Essential</h3><p>Proper tagging and tracking unlock online behavioral insights that go beyond vanity metrics.</p><h3>4. Attribution Modelling Prevents Misallocation of Budgets</h3><p>Advanced techniques like adstock transformation to simulate ads carry-over and time-decay effect prevent wasted spend on channels with minimal impact.</p><h3>5. Independent Audits Protect Investment</h3><p>Third-party verification ensures agencies are held accountable for campaign outcomes.</p><figure id="figure-7qtau33p3meiiky10"><img id="7qtau33p3meiiky10" src="https://cdn.durable.co/blocks/34U81K0fIxvM9AG2xzYjrMudB2Iuod6t8w0AHCrIcbmPMnTs1JBKOihcDzt4zbkh.png" alt="We developed an interactive HTML report for the real estate developer, allowing them to explore charts in detail. One chart breaks down attributed landing page visits by individual 2GB radio ads, showing date, time, impact, weekday, ad length, program name, and display time for precise tracking" title="We developed an interactive HTML report for the real estate developer, allowing them to explore charts in detail. One chart breaks down attributed landing page visits by individual 2GB radio ads, showing date, time, impact, weekday, ad length, program name, and display time for precise tracking" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 50%;" data-corners="default" data-aspect="3:2" data-caption="We also created an interactive HTML report that enables the real estate developer to analyze radio ad performance in detail. The report breaks down attributed landing page visits by specific 2GB radio ads, with insights into date, time, impact, weekday, ad length, program name, and display time." data-positionX="50%" data-positionY="50%" data-fullWidth="false"/><figcaption class="body-normal text-gray-500 mt-2">We also created an interactive HTML report that enables the real estate developer to analyze radio ad performance in detail. The report breaks down attributed landing page visits by specific 2GB radio ads, with insights into date, time, impact, weekday, ad length, program name, and display time.</figcaption></figure><h2>Conclusion</h2><p>The launch of a premium apartment project in inner Sydney provided a perfect case study in the power of data-driven marketing measurement. While 2GB radio advertising offered wide audience reach, its true impact on landing page traffic and website conversions was minimal. Through careful Google Analytics setup, attribution modelling, and transparent reporting, More Than Data helped the property developer uncover the truth and make informed decisions about future media investments.&nbsp;</p><p>In an industry where every dollar counts, and where property developers and builders must balance high-stake investments with measurable returns, one lesson stands clear: evidence beats assumptions. Media agencies must be transparent, and property developers must demand proof. That’s the only way to turn marketing from guesswork into science.</p>

From Radio Waves to Landing Pages: Measuring 2GB Radio Ads with Google Analytics for a Sydney Apartment Launch

Smiling student using laptop and looking away while walking

<p>In today’s tough job market, especially during ongoing economic recessions, securing a marketing role in Sydney is no small achievement. This story is about an international student from India who recently completed his Master Degree in Marketing at a university in Sydney. His journey reflects the challenges of job search, the support of a recruitment agency, and how the right tool at the right time – Minute MMM by More Than Data – helped him ace his job interview and secure employment with a well-known streaming TV publisher.</p><p>This is not just a success story about one student. It’s also a case study on how technology, affordability, and accessibility can make a real difference for international students trying to find jobs, stay in Sydney, and build their future careers.</p><h2>The Background: An International Student’s Job Search in Sydney</h2><p>Like many international students, our protagonist came to Australia with big dreams. At 28 years old, he had already spent a few years working as a marketing specialist in India, organizing and coordinating events. After moving to Sydney, he enrolled in a Master Degree in Marketing program at a university in the heart of the city, often spending time around QVB Sydney, one of the city’s most iconic landmarks.</p><p>As graduation approached, a new reality set in: he needed to find a job if he wanted to stay in Sydney longer and eventually bring his family from overseas to join him. However, the economic recessions had made the job search much harder. Many companies were cutting budgets, laying off staff, and pausing recruitment. Competition was intense, especially for fresh graduates and international students.</p><p>Despite these challenges, he was determined. With living costs already exceeding AUD 2,000 per month (rent, food, transport, and daily expenses), he needed a solution that was both affordable and effective.</p><figure id="figure-6fxhzu30gomef7lptv"><img id="6fxhzu30gomef7lptv" src="https://media.gettyimages.com/id/2190169721/photo/bored-woman-leaning-on-shopping-cart-in-supermarket-holding-grocery-list.jpg?b=1&s=2048x2048&w=0&k=20&c=7ea6N1MAZNFPLdUnOC2rg-dG6uNXeaf4dzJ2oOT3-Qo=" alt="An international student browsing the supermarket for discounted items to save money" title="An international student browsing the supermarket for discounted items to save money" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Sydney is crazy expensive—it’s not just food, but rent, housing, and even getting around that cost a fortune. And it’s not only international students feeling the squeeze—full-time workers are under pressure too." data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/><figcaption class="body-normal text-gray-500 mt-2">Sydney is crazy expensive—it’s not just food, but rent, housing, and even getting around that cost a fortune. And it’s not only international students feeling the squeeze—full-time workers are under pressure too.</figcaption></figure><h2>The Recruitment Agency and the Job Opportunity</h2><p>While exploring opportunities on platforms like Seek, he connected with a recruitment agency that specialized in helping graduates find roles in Sydney’s competitive market. Through this agency, he was introduced to an exciting opportunity, a well-known streaming TV publisher. The role was for an Ads Measurement Specialist – a position focused on analysing online TV ads performance using advanced methods like Marketing Mix Modelling.</p><p>The catch? As part of the recruitment process, he had to pass a technical test. The employer provided a set of sample data and asked him to build a model, analyse results, and prepare a presentation. For a student with limited hands-on experience in MMM and ads measurement, this was a daunting challenge.</p><figure id="figure-uin80a6eoqmef7t3e6"><img id="uin80a6eoqmef7t3e6" src="https://cdn.durable.co/blocks/241cCz6I7P3HvL1pmQf4RNhjoGpgFZMjh4QIDeMhF7RO4LD1y1JzWZnDFt7qiRES.png" alt="Most international students in Australia use SEEK jobs portal to find work opportunities" title="Most international students in Australia use SEEK jobs portal to find work opportunities" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="Most international students rely on SEEK, a local job search website, to look for opportunities. The majority of job ads on SEEK are managed by recruitment agencies. Once students submit their CVs, recruiters review them and reach out if there’s a match." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/241cCz6I7P3HvL1pmQf4RNhjoGpgFZMjh4QIDeMhF7RO4LD1y1JzWZnDFt7qiRES.png" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Most international students rely on SEEK, a local job search website, to look for opportunities. The majority of job ads on SEEK are managed by recruitment agencies. Once students submit their CVs, recruiters review them and reach out if there’s a match.</figcaption></figure><h2>The Discovery of Minute MMM</h2><p>During his preparation, he came across More Than Data’s self-service software, Minute MMM. At that time, the tool was still free for early adopters. The student decided to give it a try – and that decision changed everything.</p><p>Unlike open-source tools from Google Meridian and Meta Robyn, which required coding skills he didn’t have, Minute MMM was designed for marketers, not programmers. Its interface was intuitive, easy-to-use, and required no advanced technical setup. Commercial MMM software existed, but the cost was far beyond what a fresh graduate could afford.</p><p>With Minute MMM, he uploaded the sample data and quickly ran a model. Within minutes, he had clear results he could understand and interpret. The tool’s ease, precision, and flexibility gave him the confidence he needed. Instead of struggling for hours with code or complex systems, he saved valuable time to polish his presentation and prepare for the job interview Q&amp;A.</p><figure id="figure-f0thcs0imdmef80tnj"><img id="f0thcs0imdmef80tnj" src="https://cdn.durable.co/blocks/15O8yrqvHR0dJAESd8M3JaX9Ut2F8K88sUR1xLkyEaeGggNKbi5m3ipTvMGBTsia.png" alt="More Than Data self service marketing mix modelling and media mix modelling tool Minute MMM" title="More Than Data self service marketing mix modelling and media mix modelling tool Minute MMM" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="More Than Data launched Minute MMM in January 2025 as a free tool. Over the first six months, it attracted 117 users, including both individual marketers and businesses." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/15O8yrqvHR0dJAESd8M3JaX9Ut2F8K88sUR1xLkyEaeGggNKbi5m3ipTvMGBTsia.png" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">More Than Data launched Minute MMM in January 2025 as a free tool. Over the first six months, it attracted 117 users, including both individual marketers and businesses.</figcaption></figure><h2>The Job Interview: Turning Data into Opportunity</h2><p>When the interview day came, he was ready. Thanks to Minute MMM, he not only presented accurate results but also had enough time to refine his story and anticipate questions. He impressed the interview panel with both his insights and his ability to make sense of the data in a business context.</p><p>The outcome? He was offered the job.</p><p>Starting from 1 September 2025, he will officially onboard as an Ads Measurement Specialist. It’s a role that not only secures his future in Sydney but also opens doors for his family to eventually join him.</p><h2>The Thank-You Email</h2><p>Overwhelmed with gratitude, the student wrote a heartfelt email to Chelsea, the founder of More Than Data, expressing his appreciation for Minute MMM. He shared how the tool helped him succeed in the interview, how valuable it was as a free resource, and how it gave him an edge in a competitive job market. He even mentioned that, as an international student managing high living costs, having access to a free professional tool made a real difference.</p><p>He also acknowledged that while Google and Meta offered open-source MMM packages, they were unusable for him as a non-coder. Other commercial SaaS tools were too expensive and inaccessible. Minute MMM stood out as the only tool that was affordable, accessible, easy-to-use, and zero-cost for students like him.</p><figure id="figure-8esuyo1zbmef8gsf9"><img id="8esuyo1zbmef8gsf9" src="https://cdn.durable.co/blocks/aIB9cugOgIA0b7HJvTJ76hEVLLuTI7NcJaa3QhX4sF3hRp7W4G0ztcbKw1ADiBOk.png" alt="International student thanking Minute MMM for helping land first job in Sydney" title="International student thanking Minute MMM for helping land first job in Sydney" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 50%;" data-corners="default" data-aspect="3:2" data-caption="We recently received a thank-you email from an international student who credited Minute MMM with supporting his first job success in Sydney." data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/aIB9cugOgIA0b7HJvTJ76hEVLLuTI7NcJaa3QhX4sF3hRp7W4G0ztcbKw1ADiBOk.png" data-mce-style="aspect-ratio: 3/2; object-position: 50% 50%;"><figcaption class="body-normal text-gray-500 mt-2">We recently received a thank-you email from an international student who credited Minute MMM with supporting his first job success in Sydney.</figcaption></figure><h2>The Response from More Than Data</h2><p>Our founder responded warmly to the student’s email, congratulating him on his achievement and clarifying the next steps. As one of the first 100 early adopters, the student would retain lifetime free access to Minute MMM – a privilege not available to users who joined after July 2025, when the software moved to a paid model.</p><p>However, our founder also advised him to be cautious. Now that he would be working at this well-known streaming TV publisher, it was essential to respect company data privacy and organizational rules. Even though More Than Data has strict privacy protections and never stores uploaded data, our founder recommended that he speak with his manager before using the tool in his new role. This would ensure transparency, compliance, and alignment with the organization’s data policies.</p><p>This advice reflected More Than Data’s commitment not just to product usability, but also to professional ethics and responsible data usage.</p><figure id="figure-6naoozs319mef8talv"><img id="6naoozs319mef8talv" src="https://cdn.durable.co/blocks/cDxTByUiGPMVzkYMH9IQnkK2KnqDgj9satpXALbr2nYwHrlQAkWU0loOIKfPa6H8.png" alt="More Than Data congratulates student on new Ads Measurement Specialist role and advises caution using Minute MMM at a company" title="More Than Data congratulates student on new Ads Measurement Specialist role and advises caution using Minute MMM at a company" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="More Than Data responded to the student, congratulating him on landing his new role as an Ads Measurement Specialist and advising him to exercise caution when using Minute MMM within another organization." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/cDxTByUiGPMVzkYMH9IQnkK2KnqDgj9satpXALbr2nYwHrlQAkWU0loOIKfPa6H8.png" data-mce-style="aspect-ratio: 1/1; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">More Than Data responded to the student, congratulating him on landing his new role as an Ads Measurement Specialist and advising him to exercise caution when using Minute MMM within another organization.</figcaption></figure><h2>Why This Story Matters</h2><p>This story highlights a unique and inspiring use case for Minute MMM:</p><ul><li><strong>Empowering International Students</strong> – At a time when many international graduates in Sydney struggle to find jobs due to economic recessions, Minute MMM provided an affordable and practical solution to help one student succeed in marketing related job seek.<br></li><li><strong>Accessibility vs. Complexity</strong> – Unlike Google and Meta’s open-source MMM tools that require coding, or expensive SaaS platforms that are out of reach, Minute MMM is designed for marketers and users with no coding background.<br></li><li><strong>Affordability </strong>– For a student whose living costs already exceeded AUD 2,000 per month, having a free tool was incredible experience and privilege.<br></li><li><strong>Career Advancement</strong> – Minute MMM wasn’t just software; it became a stepping stone that directly contributed to landing a job.<br></li><li><strong>Ethics and Privacy</strong> – The founder’s response shows that More Than Data values not only user success but also ethical, secure, and compliant data practices.<br></li></ul><h2>The Bigger Picture: From Student Success to B2B Opportunity</h2><p>This case also demonstrates the potential for B2B relationships. If the student’s manager approves the use of Minute MMM within this streaming TV publisher, it could open the door for More Than Data to collaborate directly with the company. This would transform an individual success story into an organizational partnership, benefiting not only the student but also his new employer.</p><p>Even if the organization decides not to use it immediately, More Than Data has gained a loyal user who will likely advocate for the product in the future.</p><figure id="figure-50bzfk2emsmef91rne"><img id="50bzfk2emsmef91rne" src="https://media.gettyimages.com/id/2166573931/photo/reflection-of-people-on-glass-window.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=h7yzUlQsG492iMHfqM3PnSLEf3R1ccVtxXGH0pAHaDQ=" alt="B2B partnerships often start with individual connections, where young professionals can grow to become future decision-makers" title="B2B partnerships often start with individual connections, where young professionals can grow to become future decision-makers" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="B2B partnerships and relationships often begin with individual connections. Even young professionals, early in their careers, can grow through commitment, skill development, and promotions to eventually become the decision-makers of the future." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2166573931/photo/reflection-of-people-on-glass-window.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=h7yzUlQsG492iMHfqM3PnSLEf3R1ccVtxXGH0pAHaDQ=" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">B2B partnerships and relationships often begin with individual connections. Even young professionals, early in their careers, can grow through commitment, skill development, and promotions to eventually become the decision-makers of the future.</figcaption></figure><h2>Conclusion: A Success Story in Sydney</h2><p>At a time when international students face enormous challenges in the Sydney job market, this story stands out. With determination, the support of a recruitment agency, and the right tool at the right time, a young graduate from India turned a difficult job search into a success story.</p><p>From preparing a technical test to acing a job interview, and from managing high living costs to overcoming the limitations of non-accessible tools, he proved that innovation and accessibility can make a real difference.</p><p>Minute MMM by More Than Data was the enabler in this journey: affordable, accessible, easy-to-use, flexible, and designed for marketers who want results without coding headaches or high costs.</p><p>This isn’t just software. It’s a career enabler. And in the heart of Sydney, in the shadow of QVB Sydney, it helped one international student build a bridge from graduation to employment, from uncertainty to opportunity.</p>

How an International Student in Sydney Landed His Full Time Job with Minute MMM

<h2>Understanding Television Audience Measurement</h2>
<p>Television audience measurement is a crucial component in the landscape of modern marketing. It provides valuable insights into viewer preferences, behaviors, and demographics. This data empowers marketers to make informed decisions about where and how to allocate advertising budgets effectively. By understanding who is watching what, businesses can tailor their advertising strategies to reach the right audience, maximizing their return on investment.</p>

<figure id="figure-2nqzqgjwjemeew18hc"><img id="2nqzqgjwjemeew18hc" src="https://media.gettyimages.com/id/1408727722/photo/friends-celebrating-team-scoring-a-goal-outdoors.jpg?b=1&s=2048x2048&w=0&k=20&c=SIHRY77oL-JkQdeYS_q5MhKRjctHnbePCk1uOWKWnq0=" alt="television audience" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>The Evolution of Audience Measurement Techniques</h3>
<p>The evolution of audience measurement techniques has come a long way from traditional methods such as diaries and live ratings. Today, advanced technologies like set-top boxes and smart TVs provide real-time data and deeper insights. These innovations allow marketers to track not just what viewers watch but also how they engage with content. This shift from analog to digital measurement has opened up new opportunities for personalized marketing strategies.</p>

<p>The integration of data analytics and audience measurement tools enables marketers to segment audiences with precision. By leveraging these tools, brands can identify specific viewer segments that align with their target demographics. This segmentation helps in crafting personalized messages that resonate with each audience group, enhancing the overall effectiveness of marketing campaigns.</p>

<h2>Impact on Advertising Strategies</h2>
<p>With accurate audience measurement, advertisers can fine-tune their strategies to ensure higher engagement. For instance, understanding peak viewing times and popular shows allows marketers to schedule ads for maximum impact. This strategic placement not only boosts brand visibility but also increases the likelihood of viewer interaction and conversion.</p>

<figure id="figure-gczdb7ky5uhmeew18hc"><img id="gczdb7ky5uhmeew18hc" src="https://media.gettyimages.com/id/2164074321/photo/letters-flying-from-megaphone.jpg?b=1&s=2048x2048&w=0&k=20&c=LMEkEbO3m3HFc8zICEZQDNzBUU5kz75SOsWwGlq5ihY=" alt="advertising strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Challenges in Audience Measurement</h3>
<p>Despite its benefits, television audience measurement faces certain challenges. The fragmentation of media consumption, with audiences spread across multiple platforms, poses a significant hurdle. Additionally, privacy concerns related to data collection require marketers to navigate regulations carefully while ensuring transparency and trust with consumers.</p>

<p>To overcome these challenges, a hybrid approach combining traditional and digital measurement methods is often employed. This approach provides a comprehensive view of audience behavior across platforms, helping marketers develop multi-channel strategies that are both effective and compliant with privacy standards.</p>

<h2>The Future of Audience Measurement</h2>
<p>As technology continues to evolve, the future of television audience measurement looks promising. Innovations such as artificial intelligence and machine learning are set to enhance the accuracy and depth of audience insights. These technologies have the potential to predict viewer behavior and preferences, enabling even more targeted and personalized marketing efforts.</p>

<figure id="figure-al7rdrrtsmeew18hc"><img id="al7rdrrtsmeew18hc" src="https://media.gettyimages.com/id/1402667894/photo/energy-lecture-screen.jpg?b=1&s=2048x2048&w=0&k=20&c=3J-bau-WbO9EYG497Fn87hT2B0zQs_LAcpJ328ioR90=" alt="future technology" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>In conclusion, television audience measurement plays a pivotal role in modern marketing by providing essential insights that drive strategic decision-making. As the industry continues to adapt to technological advancements and changing consumer behaviors, staying ahead in audience measurement will be key for marketers seeking to optimize their advertising strategies and achieve long-term success.</p>

The Role of Television Audience Measurement in Modern Marketing

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE

<h2>Enter the Solver Samurai</h2><p>Imagine the open-plan office of a global media agency next to Sydney Harbour Bridge. The coffee machine is working overtime. PowerPoints are flying left and right.</p><p>And there he is — my ex-boss. A man who had conquered the worlds of media effectiveness and efficiency measurement for Australia and New Zealand.</p><p>Forget Python.</p><p> </p><p>Forget Google Meridian and Google Lightweight.</p><p>Forget Meta Robyn.</p><p>Forget cloud-based AI dashboards with amazing charts.</p><p><strong>His secret weapon?</strong></p><p><strong>👉 Excel</strong></p><p><strong>And his sidekick?</strong></p><p><strong>👉 Solver</strong></p><figure id="figure-ty2uappp6kmedrnaj1"><img id="ty2uappp6kmedrnaj1" src="https://cdn.durable.co/blocks/26dS21qyazmh8HKPprFOcEkyXIi79gQLn3XcgIxzHLhBlj5QeGPMp8WPJjucg5T9.jpg" alt="Excel Solver is the weapon for my ex-boss to build marketing mix model" title="Excel Solver is the weapon for my ex-boss to build marketing mix model" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="As my ex-boss’s secret weapon, Excel Solver guided us through the chaos of MMM and straight into spreadsheet paradise." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/26dS21qyazmh8HKPprFOcEkyXIi79gQLn3XcgIxzHLhBlj5QeGPMp8WPJjucg5T9.jpg" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">As my ex-boss’s secret weapon, Excel Solver guided us through the chaos of MMM and straight into spreadsheet paradise.</figcaption></figure><p>If this were a Marvel movie, his superhero name would be <strong>The Solver Samurai</strong> armed only with pivot tables and a dangerous amount of Ctrl+C, Ctrl+V, and Ctrl+Z reflexes.</p><h2>The Holy Grail — Happy Coefficients</h2><p>In Marketing Mix Modelling, coefficients are life. They’re the numbers that tell you:</p><ul><li>Do TV Ads actually drive sales or just make the CMO feel important?<br></li><li>Are Google Ads worth the budget, or just an expensive way to buy clicks from your own brand name?<br></li><li>Do marketing 4ps lift revenue, or just teach customers to never buy full price again?<br></li></ul><p>But coefficients are tricky little beasts. </p><p><strong>Too high?</strong></p><p><strong>This is too good to be true. </strong></p><p><strong>Too low? </strong></p><p><strong>Are you saying media doesn’t work?</strong></p><p>In other words:</p><ul><li>If coefficients look bad → the CMO volunteers you for a surprise budget review<br></li><li>If coefficients look fake → the media agency makes you the star of PowerPoint purgatory<br></li><li>If both look unhappy → your job is in danger, and no free coffee and muffins in the kitchen can save you<br></li></ul><p>So my ex-boss created the <strong>Happy Coefficient Rule</strong>:</p><p><strong>👉 Align share of spend (budget percentage) with share of impact (results percentage).</strong></p><p><strong>Balance achieved = happy coefficients</strong></p><p><strong>Happy coefficients = happy stakeholders</strong></p><p><strong>Happy stakeholders = all jobs remain safely at their desks</strong></p><figure id="figure-l6kqimm7xmedrskj7"><img id="l6kqimm7xmedrskj7" src="https://media.gettyimages.com/id/2150966252/photo/angry-and-irritated-young-businessman-sitting-in-the-office-at-the-desk-and-talking-on-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=qwDGWEQOewIbYjVJ_EBg5FNLApXnpBKpeWjO5QXGT-Y=" alt="Angry and irritated CMO when knowing the marketing mix modelling result doesn't align to his expectation" title="Angry and irritated CMO when knowing the marketing mix modelling result doesn't align to his expectation" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="A very displeased CMO, realizing the marketing mix model isn’t quite the glorious validation of their marketing genius they hoped for. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2150966252/photo/angry-and-irritated-young-businessman-sitting-in-the-office-at-the-desk-and-talking-on-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=qwDGWEQOewIbYjVJ_EBg5FNLApXnpBKpeWjO5QXGT-Y=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">A very displeased CMO, realizing the marketing mix model isn’t quite the glorious validation of their marketing genius they hoped for.</figcaption></figure><h2><strong>Excel Math Solver, the Drunk Intern</strong></h2><p>Let’s talk about Excel solver.</p><p>Solver is that intern you don’t fully trust but can’t live without. Sometimes brilliant, sometimes chaotic:</p><ul><li>It finds the right coefficient like a genius → ✨<br></li><li>Or it gives you negative TV impacts → 🤡<br></li><li>Or it crashes Excel with “Not Converged” → 💀<br></li></ul><p>Running Excel solver is like texting your ex: you’re never quite sure what you’ll get back.</p><p>So what did my ex-boss do?</p><p>He ran Solver again. And again. And again.</p><p>TV ads? Solver until happy.<br></p><p>Google ads? Solver until happy.<br></p><p>Other media? Solver until happy.</p><p>Solver was basically a casino slot machine — keep pulling the lever until the numbers look good.&nbsp;</p><figure id="figure-5z3j4hx2jcmedrxrh2"><img id="5z3j4hx2jcmedrxrh2" src="https://media.gettyimages.com/id/2201804149/photo/algebra-mathematic-formula-written-on-chalkboard.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=oXaCqc2AG0mVxLLv0sJ0lwI0l_l_oWLhnvKmG1p_MAw=" alt="In marketing mix modelling, coefficients are our oxygen tanks. Without them, we can’t survive." title="In marketing mix modelling, coefficients are our oxygen tanks. Without them, we can’t survive." class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Are these coefficients smiling? If yes, welcome to paradise. If not… brace yourself for Excel spreadsheet inferno. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2201804149/photo/algebra-mathematic-formula-written-on-chalkboard.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=oXaCqc2AG0mVxLLv0sJ0lwI0l_l_oWLhnvKmG1p_MAw=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Are these coefficients smiling? If yes, welcome to paradise. If not… brace yourself for Excel spreadsheet inferno.</figcaption></figure><h2>The 108-Model Nightmare</h2><p>Then came the FMCG monster project.</p><ul><li>6 states in AU market<br></li><li>6 retail networks<br></li><li>3 product categories</li></ul><p>That’s 108 models. Yes, one hundred and eight.</p><p>The boss divided the team into three squads. Each got 36 models. The instructions were crystal clear:</p><ul><li>Open Excel<br></li><li>Build regression using Ordinary Least Squares (OLS)</li><li>OLS sets up the regression, but let’s be honest — it’s just doing the background work. The real fun starts when we fire up solver and make the coefficients behave<br></li><li>Set “happy” share-of-spend vs. share-of-impact targets<br></li><li>Run solver until nausea<br></li><li>Repeat until fingers lose sensation</li></ul><p>Two weeks of this. No daylight. No joy. Just Excel solver.</p><p>At one point, the mere word “Excel” during lunch triggered gag reflexes. Imagine someone trying to enjoy a sandwich and another analyst whispers “solver…” → instant vomit.</p><p>It was like an Excel cult initiation. By week two, half the team considered switching careers to goat farming.</p><figure id="figure-29fb5i9tmkmeds3xbq"><img id="29fb5i9tmkmeds3xbq" src="https://media.gettyimages.com/id/2104206080/photo/asian-young-male-businessman-feeling-unwell-at-workplace-sitting-at-desk-in-office-covering.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=yQolVpFDApGhawD4TQrMhcrrERK5bTh3IgnFb0MWI5c=" alt="One more week of Excel Solver in marketing mix modelling and the team will be questioning all life choices" title="One more week of Excel Solver in marketing mix modelling and the team will be questioning all life choices" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Keep Excel Solver running for another week, and the office will officially be renamed to Spreadsheet Survival Camp." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2104206080/photo/asian-young-male-businessman-feeling-unwell-at-workplace-sitting-at-desk-in-office-covering.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=yQolVpFDApGhawD4TQrMhcrrERK5bTh3IgnFb0MWI5c=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Keep Excel Solver running for another week, and the office will officially be renamed to Spreadsheet Survival Camp.</figcaption></figure><h2>The Happy Ending</h2><p>But against all odds, the team survived. Solver eventually spat out 108 sets of coefficients that passed <strong>the Happyness Test</strong>.</p><p>On presentation day:</p><ul><li>The PPT was slick<br></li><li>The dashboards sparkled<br></li><li>The coefficients looked magical<br></li></ul><p>The results?</p><ul><li><strong>The media agency: “Yes! Media works, look at those beautiful impacts!”</strong><br></li><li><strong>The CMO: “See? My budget decisions are pure genius.”</strong><br></li><li><strong>The CFO: “Fine, I’ll stop asking about cutting TV spend.”</strong><br></li><li><strong>My ex-boss: “Solver, you magnificent drunk intern, you did it again.”</strong><br></li></ul><p>Everyone smiled. Everyone clapped. Everyone kept their jobs.</p><p>Even Excel felt proud, humming quietly in the background: “Not Responding… just kidding, I’m fine.”</p><figure id="figure-v8vyn24ebmedsaio8"><img id="v8vyn24ebmedsaio8" src="https://media.gettyimages.com/id/2155494059/photo/the-colleagues-exchange-a-high-five.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=uJSo7cR--T1UfTfABXQNi5Y8XwAG1Z3JRJ3fxPx1K6k=" alt="The colleagues exchange a high-five after happy coefficients of marketing mix modelling achieved" title="The colleagues exchange a high-five after happy coefficients of marketing mix modelling achieved" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Hooray! Mission accomplished — the team is officially all smiles. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2155494059/photo/the-colleagues-exchange-a-high-five.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=uJSo7cR--T1UfTfABXQNi5Y8XwAG1Z3JRJ3fxPx1K6k=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Hooray! Mission accomplished — the team is officially all smiles.</figcaption></figure><h2>Meme-worthy Truth Bombs</h2><p>To make sure we all remember this legend:</p><ul><li>Excel Solver is like Thanos: “I am inevitable.”<br></li><li>Every analyst knows the true horror movie jump scare isn’t Jason… it’s #VALUE! at 2am.<br></li><li>Linear regression: the most straightforward tool that somehow causes the most existential crises.<br></li><li>A “happy coefficient” is like a corporate unicorn: half math, half politics, 100% survival.<br></li><li>MMM in Excel? More like “Marketers Must Meditate” before running solver again.&nbsp;<br>&nbsp;<h2>Lessons Behind the Laughter</h2></li></ul><p>Okay, let’s get serious (just for a sec).</p><p>Linear Regression (OLS) is a natural and powerful way to model marketing and media effects — but on its own, it’s like showing up to a party in slippers. Sure, you’re there, but nobody’s impressed.</p><p>Enter Excel solver, the over-caffeinated sidekick who actually gets things done. It wrestles the coefficients into place, tames the rogue numbers, and basically turns your “meh” OLS into a superhero-level marketing insight.</p><p>Coefficients aren’t just boring numbers — they’re like tiny little diplomats. They negotiate trust between client and agency, justify budgets, and keep partnerships from spontaneously combusting. Ignore them at your peril.</p><p>Marketing Mix Modelling is political — a model isn’t just about math, it’s about believability. You can have perfect accuracy, but if your CMO raises an eyebrow, you might as well be predicting unicorn sightings.</p><p>At the end of the day, stakeholder happiness and client relationships matter just as much as mathematical perfection. After all, a perfect model that nobody trusts is like a perfectly baked cake that no one’s allowed to eat — tragic, useless, and kind of sad.</p><figure id="figure-tg4jae0lgomedsdvfx"><img id="tg4jae0lgomedsdvfx" src="https://media.gettyimages.com/id/2157568713/photo/shot-of-an-excel-sheet-on-computer-screen-showing-bank-loan-amortization-table-banking.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=rdgTfuGBauUV9G3H4IqSuKWwHqfKRgGmtokzzYP0Vr4=" alt="Ready for round two of Excel solver madness, or shall we let More Than Data and Minute MMM handle it?" title="Ready for round two of Excel solver madness, or shall we let More Than Data and Minute MMM handle it?" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Want to brave it again, or are you ready to hand it over to More Than Data and Minute MMM?" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2157568713/photo/shot-of-an-excel-sheet-on-computer-screen-showing-bank-loan-amortization-table-banking.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=rdgTfuGBauUV9G3H4IqSuKWwHqfKRgGmtokzzYP0Vr4=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Want to brave it again, or are you ready to hand it over to More Than Data and Minute MMM?</figcaption></figure><h2>Final Curtain Call</h2><p>So next time you curse at Excel freezing, remember my ex-boss — the Solver Samurai.</p><p>The man who built 108 models, ran solver like a mad scientist, balanced coefficients like a diplomat, and somehow kept everyone smiling.</p><p>Marketing mix modelling is part science, part politics, and part circus act. But when done right, it’s not just numbers — it’s job security, client love, and agency survival.</p><p><strong>All thanks to one tool: Excel solver, the drunk intern who saves the day.</strong></p>

How My Ex-Boss Built Happy Coefficients with Excel Solver and Saved The Day

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