A leading QSR brand, in collaboration with Eden Collective and Corner Table Creative, partnered with Arima to move beyond a one-size-fits-all national Marketing Mix Model. Using Arima’s unlimited-use MMM platform, the team built localized models across 13 markets—uncovering critical regional differences that the national analysis had missed.
The results revealed that while TikTok performed best nationally, Meta and OOH dominated in several key regions. These insights allowed the QSR to tailor media strategies market by market, maximizing efficiency and overall marketing effectiveness.
By combining agency expertise with Arima’s flexible, scalable MMM platform, the team turned complex data into actionable, region-specific decisions—proving the value of local insight in driving national growth.