Business Challenge
Despite substantial marketing investments, the client faced several persistent challenges:
- Limited ability to quantify the true impact of individual media channels on sales
- Difficulty optimizing marketing spend across channels in a rapidly evolving media landscape
- Fragmented insights that constrained leadership’s ability to make fast, confident, scenario-based decisions
- Lack of transparency and explainability in existing models, reducing adoption by senior stakeholders (canned black box models provided by their existing MMM vendor)
The client required an end-to-end solution that could deliver actionable intelligence, enable what-if simulations, and scale seamlessly within its existing cloud environment.
The Joint Solution: AI-Powered Marketing Intelligence on Google Cloud
Evalueserve partnered with Google Cloud to deliver a cloud-native, AI-led Marketing Mix Modeling (MMM) solution, leveraging Evalueserve’s MarketingLens accelerator and advanced Google Cloud analytics capabilities.
The engagement followed a structured, phased approach:
Phase 1: Advanced Marketing Mix Modeling
- Built statistically robust MMM models across two product categories
- Applied explainable modeling techniques to ensure transparency and stakeholder trust
- Quantified the incremental impact and efficiency of each marketing channel
Phase 2: Cloud-Native Deployment on Google Cloud
- Deployed the solution directly within the client’s Google Cloud Platform (GCP) environment
- Integrated an interactive dashboard and optimization simulator to support near–real time decision-making
- Enabled business users to test multiple budget allocation scenarios with confidence
Phase 3: Enhanced Intelligence with Google Cloud Innovation
- Augmented the platform with Google’s Meridian Bayesian algorithm to improve model accuracy and robustness
- Delivered a real-time CMO dashboard for executive-level visibility
- Embedded an analytics workbench to support advanced optimization and faster insights
This joint Evalueserve-Google Cloud solution combined deep domain expertise, scalable cloud infrastructure, and advanced AI to transform marketing intelligence into a strategic growth lever.
Measurable Business Impact and Strategic Value
The joint Evalueserve–Google Cloud solution delivered both immediate, quantifiable results and long-term strategic value, transforming how the client planned, measured, and optimized marketing investments.
Key business outcomes included:
- Unlocked 17% of the total marketing budget by identifying underperforming channels and reallocating spend to more efficient alternatives
- Improved overall marketing ROI by 28% through data-driven shifts toward high-performing, high-intent channels
- Achieved return on ad spend (ROAS) improvements of up to 1.5× and 10× across select digital channels through optimized media mix decisions
- Enabled faster, more confident decision-making via an interactive optimization simulator and real-time, executive-ready dashboards
Beyond measurable financial impact, the engagement delivered lasting strategic benefits:
- Established a scalable, cloud-native marketing intelligence foundation on Google Cloud, capable of evolving with changing market dynamics
- Increased trust and adoption across senior stakeholders through transparent, explainable models
- Shifted the organization from static, retrospective reporting to continuous, AI-led marketing optimization
- Provided leadership with end-to-end visibility and control over marketing performance, enabling scenario planning and proactive investment decisions
Result: A future-ready marketing organization powered by joint Evalueserve and Google Cloud innovation, driving higher ROI today while building a repeatable, intelligence-led framework for sustained growth.
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Overview & Impact
A global appliance manufacturer with a strong U.S. presence sought to modernize its marketing through a more data-driven approach, ensuring investments across offline and digital channels were optimized to maximize sales and ROI across two key categories.
