We started with a comprehensive review of data, tools, and organisation:

• Data Intelligence – consolidating years of transactional, campaign, and cost data into a single model-ready foundation.
• Customer Strategy – aligning with stakeholders on business objectives, key outcomes, and decision-making needs.
• Marketing Technology – mapping how existing systems tracked performance and where data gaps limited accuracy.
• Programmes & Organisation – interviewing key teams to understand workflows and ensure results would be adopted, not just delivered.

This created a 360° picture of how media was being managed, where insights were missing, and how MMM could bring structure and credibility.

Our analysis showed that standard attribution methods (last-click, siloed channel reporting) gave a fragmented and sometimes misleading picture. To solve this, we built a bespoke MMM model that quantified the incremental contribution of each channel.

Key design choices included:

• Building an initial model focused on the largest media drivers, with room to expand over time.
• Structuring outputs to highlight not just ROI, but also cost-saving opportunities.
• Embedding scenarios so EasyToys could test “what if” questions about future media allocations.

This is where 20oneC makes the difference. We didn’t just build a model—we made it usable:

• Foundation – cleaned and structured data flows to enable repeatable MMM updates.
• Model Development – ran regressions to identify the sales contribution of each media channel.
• Scenario Testing – simulated how shifting spend would affect ROI and topline growth.
• Adoption – packaged insights in a clear, executive-ready format to support decision-making at both EasyToys and EQOM Group level.

The result was not only a working MMM model, but also a clear plan for how to scale the approach to other EQOM brands.

The MMM project gave EasyToys clarity on the true effectiveness of its media spend. It highlighted where budgets were working, where they could be optimised, and how to reallocate for higher ROI.

Beyond immediate efficiency gains, the project laid the foundation for a scalable MMM capability across EQOM Group—starting with EasyToys, but designed to roll out to other brands like Amorelie.

This case reflects what sets 20oneC apart: we own the gap between strategy and execution. By combining data intelligence, modelling expertise, and organisational alignment, we turned media measurement from fragmented reporting into a growth system.