Lego’s head of effectiveness on making market mix modelling a ‘strategic’ tool
Lego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
It is “very rare” market mix modelling (MMM) is considered a strategic tool in businesses, says Lego’s global head of effectiveness James Sallows.
The marketing effectiveness team has been on a mission to ensure insight is linked to business strategy and its work is fully understood by the rest of the team.
Sallows was speaking alongside his colleague global marketing effectiveness manager James Glass today (5 December) at the Market Research Society’s (MRS) Client Conference 2024.
The brand has successfully harnessed the insight it gets from its MMM across strategy, but Sallows – who previously worked at businesses including Haleon and IPG Mediabrands – said at many brands MMM can end up sitting separately within the business.
