Doubling Save the Children's Donations Through Data
Executive Summary
Save the Children aimed to maximize Return on Ad Spend (ROAS) by optimizing media investments across online and offline channels. Using Media Mix Modeling (MMM), we measured the impact of various marketing channels without relying on cookies for attribution. By analyzing both online and offline data, we developed a model to identify the most effective channels for driving donations and created a precise budget reallocation strategy.
Key Results:
- Cookie-free attribution – Measured marketing effectiveness without third-party cookies.
- Optimized budget allocation – Focused spending on the most impactful channels.
- Significant impact – The model's insights showed that reallocating the budget could boost donations by up to 98.7%.
Results
- Optimized Budget Allocation – The model recommended reallocating spend based on each channel’s saturation and growth potential.
- Maximized ROAs – By shifting the budget to the most effective channels, donation efficiency increased.
- Increased Impact – The optimized budget distribution had the potential to generate up to 98.7% additional donations.
- Gaining intelligence on channel and campaign performance - Running the model provides insights into the potential of each channel and reveals the effectiveness of campaigns. It helps identify which channels or campaigns have more or less impact than expected, enabling targeted actions for improvement.
Our Approach
The Big Idea
Maximize Return on Ad Spend (ROAS) by optimizing its media investments across online and offline channels. To achieve this, we implemented Media Mix Modeling (MMM)—a data-driven approach that measures the impact of different marketing channels without relying on cookies for attribution.
The Strategy
By collecting and analyzing both online and offline data, we built a robust model to understand how each channel contributes to donations. This allowed for a precise budget reallocation strategy, ensuring that marketing spend was directed toward the most effective channels.
The Process
- Kick-off – Initiating the project and defining objectives.
- Configuration – Setting up the necessary tools and parameters.
- Data Collection – Gathering relevant online and offline data.
- Modeling – Applying statistical techniques to analyze the data.
- Interpreting – Extracting insights from the model results.
- Optimizing – Adjusting strategies based on findings.
- Dashboarding – Visualizing results for ongoing tracking and decision-making.
