Arima + Adelaide | May 2026
A leading CPG brand had a credibility problem with their marketing mix model. Their impression-based inputs attributed 76% of total sales to media, nearly four times higher than their spend benchmark indicated was reasonable. No planning team could build budget decisions on a number that far off.
Working with Arima, the brand applied Adelaide’s attention unit (AU) norms as a quality weight on impression data inside their MMM platform. The corrected model brought media attribution down to 35%, aligning it with the spend benchmark and giving the team an impression-based view of performance they could finally act on.
“Adelaide’s AU data gave us an impressions-based view of media performance we could trust. It aligns with spend and opens up entirely new possibilities for our clients.” Winston Li, Founder, Arima
To learn how the methodology worked, how the three models compared, and what it means for MMM planning across CTV, Social, Display, and OLV, click the link below for the full case study.
AU-Weighted Impressions Strengthen a CPG Leader’s Marketing Mix Model
