This dashboard showed the MMM results for two fiscal year for all media ROIs and mROIs.
Insights:
Underleveraged Digital Powerhouses: Search and social channels are demonstrating high ROI despite relatively low current spend, indicating significant untapped potential.
Regional TV Underperformance: While TV commands the largest investment, its regional impact yields low ROI, suggesting inefficiency in current allocation.
National TV as a Growth Engine: National TV boasts the highest marginal ROI (mROI), signaling that additional investment in this channel will drive the most significant incremental revenue gains.
