Advancing marketing mix modeling in China's luxury beauty market

Olivier Kuziner, William Ferrell, and Jean Wu

To overcome a notable reduction in sales and declining market share within the highly challenging and volatile Chinese luxury beauty market, a world-leading luxury beauty retailer in China partnered with Ekimetrics to implement an advanced marketing mix modeling (MMM) initiative.

Introduction

In response to the shifting dynamics of China's luxury beauty market, characterized by a downturn in sales for major brands amid economic headwinds, Ekimetrics implemented an advanced Marketing Mix Modeling (MMM) initiative for a world-leading luxury beauty retailer in China – to refine their marketing strategies. The initiative involved creating 20+ specialized models tailored to key product lines and sales channels, which allowed for precise optimization of media spend and tactical adjustments across platforms like Tmall, JD, and Douyin. The models provided actionable insights with a predictive accuracy of over 85%, significantly impacting strategic decisions and marketing effectiveness. By...

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