Toptal optimizes multimillion-dollar media spend with AI-powered solution for leading beverage company.
A global beverage company partnered with Toptal to bring AI-driven marketing mix modeling in-house, gaining more granular insights into media performance while reducing reliance on costly third-party solutions.
Client
A Fortune 500 beverage company bringing AI-driven media mix modeling in-house across 20+ markets.
Employees
Revenue
Industry
Food & BeveragesDelivered Services
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The company relied on external marketing mix modeling that provided limited visibility into media performance and required sharing data with third parties. The company needed a scalable internal solution that could deliver campaign-level insights and improve allocation of its multimillion-dollar media budget.
Solution
Scalable Marketing Mix Modeling
Toptal tested multiple approaches before developing a Kalman filter time-series model in Python, providing repeatable results, efficient tuning, and the scalability needed to support markets globally.
Deeper Performance Insights
The team built a model capable of analyzing performance down to the campaign level, with results shared through Streamlit and Excel to give stakeholders greater visibility into media effectiveness.
Outcome
Improved ROI Visibility
The company can now track and report media investment ROI across more than 20 markets, helping stakeholders direct future budgets toward the highest-performing channels.
More Efficient Media Investment
By internalizing its modeling capabilities and improving the granularity of performance insights, the company can reduce the media budget required to achieve the same performance while lowering reliance on third-party modeling.
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