Marketing Mix Model for a SaaS/Tech Firm Case Study
A leading SaaS company specializing in cloud solutions for enterprise clients faced challenges optimizing its marketing strategy. Despite investing in diverse channels—digital ads, newspapers, banner ads, TV, and partner events—the company struggled with forecasting ROI and identifying growth opportunities. High customer acquisition costs (CAC), above industry standards, were exacerbated by spending 35% of revenue on less productive channels, with unpredictable marketing ROI (MROI).