Success Stories

13% Increase in Sales from Optimized Channel Allocation & Media Mix for a Leading Food Accessories CPG Company

About the client

US based one of the top 5 food accessories company in the world


  • The client was promoting online recipes published on their website to increase customer engagement with the expectation that it will lead to causal sales in physical retail/grocery stores
  • They wanted to understand and measure the effectiveness of digital channels in driving higher grocery/retail food accessory purchase motivated by online recipe (causality model)
  • Sub-optimal integrated media mix
  • Negative cost impact due to investment in ineffective media channels
  • Inadequate ML capabilities to address aforementioned complex problem


Innover helped the customer through a Machine Learning driven fractional multi-touch attribution model delivered in the form of a self-serve media planning simulator.

  • Bayesian Belief Network & Granger Causality models to understand the contribution of individual digital assets as well as causality/cannibalization between these assets
  • Channel contribution accounting for synergies and cannibalization
  • Digital (i.e., recipe-driven ‘pull marketing’) causal sales effectiveness in grocery/retail outlets by Direct Marketing Areas
  • Hyper-local targeting based on online engagement levels at a zip code level

Impact Delivered:


Increase in online recipe-driven causal sales in stores


Increase in new visitors


Increase in repeat visits


Increase in time on the website


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