O V E R V I E W
An online education company based in the US, which offers
associate degree programs and other certifications based on
tie-ups with universities and self-generated content.
The client organization deploys a variety of marketing
vehicles to generate awareness and demand for their course
offerings. These are both online like Display Advertising, Costper-action (CPA), Pay-per-click (PPC) arrangements and
offline activities like branding initiatives. There is a need to
understand the relative effectiveness and ROI from each of
the marketing vehicles so that the marketing mix can be
optimized to get the best return on total marketing spend.

A P P R O A C H
A market mix model that provides estimated ROI for each of
the marketing vehicles and an Optimiser tool that uses the
ROI estimates to suggest the ideal marketing mix for a given
marketing budget
1. “Base” Sales & Incremental Effect
Estimate “Base” sales and incremental effect due to marketing
vehicles
2. ROI estimation for marketing channels
Average and marginal ROI for marketing spend in each vehicle
3. Optimiser tool for the Ideal Marketing Mix in a given budget
Directional suggestion of marketing mix changes and
incremental ROI

O U T C O M E
Based on the model and tool’s suggested marketing mix, there
is an estimated lift of 10% in ROI which translates to
approximately $1.3 M on an annualized basis for the current
marketing budget