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Optimine

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"Measures and optimizes marketing across all channels."

Case Study
Frequently Asked Questions
This company measures and improves your marketing performance. They analyze data from both digital and traditional channels. Their tools help make decisions on where to allocate budget for the best results while keeping privacy concerns in mind.
BlurbSTAR Case Study
JCPenney & OptiMine
OptiMine enabled JCPenney's significant revenue growth and optimization.
45%
Increase in Conversion Rate
300MM
Verified Revenue Lift in Dollars
1.
Situation
Outdated Legacy MMM Vendor Solution
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Legacy MMM vendor deemed a 'leader'
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Model refreshes took several months
→
Guidance was limited and outdated
JCPenney was struggling with an antiquated marketing mix modeling (MMM) solution from a legacy vendor. The existing solution was slow, requiring months to refresh models and demanded extensive manual efforts. To make matters worse, the guidance provided by this system was superficial, extending only to channel levels. The delivery mechanism was outdated and expensive, involving PowerPoint decks that took a long time to produce. As a result, the costs of operation were exorbitant, and the brand faced increasing competitive risks.
2.
Task
Implement Advanced MMM Solution
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Replace slow, outdated MMM system
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Deliver real-time, actionable insights
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Focus on boosting ROI significantly
OptiMine needed to address JCPenney’s pressing issues by implementing an advanced and customized marketing mix modeling solution. This new solution had to be quick, accurate, and flexible, allowing JCPenney to make real-time marketing decisions. The focus was also on providing detailed insights that went beyond channel levels to significantly boost the brand’s ROI. OptiMine’s task was to revamp JCPenney's outdated approach, provide ongoing consultancy, and deliver a superior, streamlined system for marketing optimization.
3.
Action
Custom Configuration and Consultancy
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Deep engagement to strategize and align
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Custom-built measurement solution
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Quick and agile scenario planning
OptiMine engaged deeply with JCPenney to strategize, align, and configure a custom MMM solution tailored to their specific requirements. They built the measurement solution from the ground up and supplemented it with seasoned consultants to guide JCPenney in using the platform effectively. This combination facilitated much quicker and more agile scenario planning, whether for immediate tactical decisions or long-term strategic planning. OptiMine’s consultants provided crucial insights, helping JCPenney optimize their budget and media plans efficiently.
4.
Result
Substantial Revenue Lift Achieved
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Verified revenue lift of $300MM
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Faster, detailed scenario planning
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Substantial performance improvements seen
The collaboration proved to be highly successful, yielding significant financial benefits for JCPenney. Over the course of two years, the brand witnessed a verified revenue lift of over $300 million. The new solution allowed JCPenney to run scenario plans much faster and in greater detail, contributing to substantial performance improvements. By leveraging OptiMine’s advanced MMM solution and the expertise of their consultants, JCPenney achieved sustained recovery and growth, vastly improving their market position.
Keywords
OPTIMINE
JCPENNEY
MARKETING MIX MODELING
MMM SOLUTION
REVENUE GROWTH
SCENARIO PLANNING
ROI
CUSTOM CONFIGURATION
MARKETING OPTIMIZATION
RECOVERY AND GROWTH
Optimine
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