Building Comprehensive MMM & Scenario Planning Tool for a Leading Multinational Pharmaceutical Company

Manual marketing budget allocation across fragmented channels limited visibility and made it difficult to optimize spend across brands. We built a customized Media Mix Modeling (MMM) and scenario planning tool for six pharmaceutical brands, combining transformed internal data, adstock modeling, regression-based MMMs, and ROI-driven budget reallocation. The result? 9.4% estimated cost savings, 2.4% estimated sales increase, data-driven optimization of marketing investments, clearer visibility into spend effectiveness, and a scalable framework for scenario-based decision-making across brands.