$16M+ ROI Uplift via AI-Driven Budget Optimization for a Global Tech Leader
Tech , MMM, Ad Spend Efficiency
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.
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
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
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