Background
A global gaming and technology company was investing heavily across digital, TV, and offline channels-but lacked visibility into ROI. Budgeting decisions were largely intuition-driven, static, and disconnected from actual performance metrics across products and regions.
Solution
Affine built a comprehensive AI-powered Marketing Mix Modeling (MMM) and budget optimization platform, enabling data-backed planning and dynamic reallocation: Unified marketing, sales, and spend data into a centralized source of truth Developed a machine learning–based MMM engine using ad-stock and saturation models to quantify channel impact Created a scenario builder to simulate budget strategies in real time Integrated an optimization engine for quarterly budget reallocation based on ROI potential Modeled incremental sales, halo effects, and price elasticity to guide high-ROI investment decisions
Impact
$16M+ uplift in marketing ROI through optimized budget allocation 12%–33% increase in incremental ROI across key product lines $148M in marketing-attributed revenue vs. a $132M baseline Enabled faster, insight-driven budget planning and scenario testing