Unifying Offline
and Online Measurement
For a National FMCG Brand.
The first-ever deployment of Animo 360 - connecting TV, radio, OOH, and digital channels into a single unified ROI model. The result: a 360° view of every media dollar, for the first time in the brand's history.
Four channels. Four silos. Zero unified truth.
This FMCG brand was investing heavily across TV, radio, out-of-home, and digital. Each channel had its own measurement vendor, its own reporting cadence, and its own attribution logic. The TV team reported on GRPs. The digital team reported on clicks. OOH measured reach. Radio measured frequency.
The CMO had no way to compare performance across channels, identify which combination of channels drove the most sales, or make cross-channel budget decisions with confidence. Total media spend was significant - but the brand had no clear view of what was driving it.
Each channel siloed. Each reporting separately. No unified view.
One model. All channels. One truth.
Animo 360 unified every data feed - broadcast logs, OOH placement data, radio flight schedules, and digital ad platform data - into a single causal model. For the first time, every channel's true contribution to sales was quantified against the same KPI: actual revenue impact.
All 4 channel feeds connected and normalized into a single time-series dataset.
Revenue and volume sales defined as the single source of outcome truth - replacing GRPs and clicks.
A single MMM model quantified each channel's marginal contribution, accounting for interaction effects.
A live unified dashboard surfacing channel ROI side by side - updated continuously.
One view changed everything.
Within one quarter of unified measurement, the brand discovered that TV and OOH were significantly under-attributed - and digital was significantly over-credited. Budget decisions shifted accordingly.
TV, radio, OOH, and digital in one causal model - the first time in brand history.
TV and OOH were found to be driving significantly more revenue than previously credited.
Digital was over-credited due to last-click attribution - now corrected with causal modeling.
Full model live and informing budget decisions within one quarter of go-live.
"For the first time, we could see our entire media mix in one place - and the results completely changed how we thought about our budget. TV was doing more than we ever gave it credit for. Digital was doing less."
Download the Full Case Study
Includes the full technical implementation of Animo 360, model methodology, and complete results breakdown. 16 pages.
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