To address these challenges, Haleon implemented sMMMart AI, which is a smart media mix modeling solution that uses AI and automation for more effective decision-making.

Here’s how it helped:

• Advanced econometric modeling (updated monthly) sMMMart AI measured the impact of both online and offline media on offline sales. The model accounted for brand specifics, seasonality, and point-of-sale type, and was refreshed with new data every month.

• Automated feature engineering A dedicated module prepared and standardized variables across channels, allowing for consistent and comparable performance metrics.

• AI-driven forecasting and scenario testing Haleon could simulate budget allocation strategies, evaluate their impact, and forecast sales to identify the most effective investment mix.