Connecting marketing contribution with strategic investment choices.
Context
Leadership needed a clearer understanding of marketing’s contribution to brand and commercial outcomes to inform media investment priorities.
My role
Established an ongoing Marketing Mix Modelling programme and translated findings into investment recommendations.
Approach
Used MMM to evaluate marketing effectiveness.
Connected measurement with brand associations, perceptions and acquisition outcomes.
Quantified marketing contribution to Onshore New-to-Bank, New-to-Segment and New-to-Wealth acquisition.
Worked with global and market stakeholders to interpret findings in their business context.
Evidence
Identified opportunities to improve marketing effectiveness by approximately 15%, informing recommendations on media investment allocation.
Leadership contribution
Made analytical findings accessible and relevant to the decisions business and marketing leaders needed to make.
Important qualification
The 15% represents identified improvement opportunities, not a verified realised increase in performance.
© 2026 Shailesh Waingankar
Marketing Effectiveness & Customer Intelligence