Holiday Parks Operator Reduces Budget Wastage with MMM and Incrementality Testing

MMM-based measurement cut budget wastage by 20% and improved ROAS by 17%

Marketing Mix Modelling
Budget Optimisation
Geo-based Test
Data Audit
Author

Diego Usai

Published

Apr 2026

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The Challenge

The client, a leading network of UK holiday parks, sought to better understand the incremental value of their marketing efforts in order to optimise their advertising budget.

Despite a constant, year-round advertising presence, running both performance marketing and off-line communications, there was a lack of confidence in how to allocate spend effectively, with budget decisions based on anecdotal “sources of truth” such as historical performance, live trading figures, and Google Analytics last-interaction reports.

Furthermore, fragmented channel objectives and KPIs caused inconsistencies in their overall media strategy.

The Solution

The client needed a unified measurement and reporting infrastructure that enabled them to confidently set channel level budgets and swiftly adjust them to meet weekly and monthly booking targets.

We began by conducting a comprehensive data & martech audit to identify gaps and inconsistencies in current data capture across both on-line and offline channels. From there, we developed a robust measurement framework powered by Meta’s Robyn, which was combined with geo-targeted incrementality testing for further validation.

This allowed us to accurately assess the incremental value of each marketing channel. Additionally, we introduced a unified set of KPIs for reporting overall media performance and used budget optimisation to optimise budget allocation across channels based on robust data-driven insights.

The Impact

Following implementation, the client saw significant improvements across key performance metrics. Overall budget wastage was reduced by 20%, customer acquisition cost (CAC) decreased by 15%, and return on ad spend ROAS improved by 17%.

These results were achieved through a more strategic and data-driven approach to setting and adjusting channel spend, grounded in validated incrementality rather than anecdotal evidence.

Key Takeaways

  • Data and MarTech Audit - A thorough audit identified gaps, leading to the development of a precise measurement framework combining MMM and geo-targeted tests.

  • Unified KPIs - We established consistent KPIs across channels, eliminating fragmented objectives and providing a clearer picture of media performance.

  • Scenario Planning - A custom-built scenario planner allowed for optimised budget allocation, reducing waste and improving return.

  • Business Results - Optimised channel spend led to a 20% reduction in budget wastage, a 15% lower CAC, and a 17% improvement in ROAS.

Tools and Techniques