Case study · Education
Week-by-week channel planning associated with a 13% ROI increase.
A leading education company needed to plan a full quarter of summer course advertising across four channels, while its Google Ads channels were approaching saturation. AD cube developed a seasonality-aware allocation plan designed around weekly investment decisions.
Project overview
Sector
Education, summer courses.
Channels
Google Search, Google Display, Meta, TikTok.
AD cube module
Marketing Mix Model.
Timeframe
One quarter, planned week by week.
The decision challenge
Deciding how much to invest in channels nearing their limits.
Google Search and Google Display — the company's Google Ads channels — were among the most effective for driving summer course reservations, but their performance could not scale indefinitely: beyond a certain point, additional spend there was expected to generate progressively lower incremental returns. Planning the marketing mix meant deciding how much to keep investing in those channels relative to Meta and TikTok, week by week across an entire quarter, rather than relying on a single fixed split.
The method
Producing a week-by-week allocation across the channel mix.
AD cube's Marketing Mix Model produced a recommended weekly budget allocation across Google Search, Google Display, Meta and TikTok for the full quarter. The model was built on historical performance data from previous years and accounted for the market's strong seasonality, reflecting the fact that demand for summer courses concentrates in specific periods.
Weekly allocation
Budget mix planned individually for each week of the quarter.
Historical data
Previous years' channel performance used as model input.
Seasonality
Strong seasonal demand patterns factored into the allocation.
Results
+13%
ROI increase
ROI increase associated with the implementation of the model's quarterly allocation plan.
The business impact
AD cube gave the company a structured way to evaluate the marginal value of additional investment across channels and across time. Instead of extending the previous budget split or continuing to prioritize the historically strongest channel, the team could plan each week according to expected returns and seasonal demand. The company associated the resulting allocation plan with a 13% increase in ROI over the quarter.