This year’s MCA Food to Go conference unveiled the key growth drivers, future trends and exciting developments shaping the sector. It highlighted everything from innovative technology and formats to trendsetting menus and marketing, ultimately exploring how successful brands are navigating market challenges.

At the conference, I showcased transaction trends and growth opportunities emerging in 2026 based on three months of data from CACI’s Brand Dimensions dataset. By tracking 30+ food to go brands from November 2025 to January 2026, I assessed the trends and opportunities fuelling growth questions this year. 

Here is what the data revealed. 

Food to Go transaction trends & growth opportunities in 2026

The findings showed: 

• +6% YoY revenue growth in the Cafés & Coffee Shop market 
• A slight decrease in Quick Service Restaurant (QSR) transactions, but a slight increase in Average Transaction Value (ATV)  
• Transactions and revenue dropping across the wider F&B sector

Which brands are leading industry trends in 2026?

From the 30+ up-and-coming and major players in the food to go sector tracked, I identified the leading brands as those achieving YoY growth above inflation and sorted them by increase in growth percentage. 

Premium healthy lunches: Atis & Farmer J

Consumers continue to prioritise premium healthy lunches this year.  

The leading brands were Atis, growing 140%, and Farmer J, growing ~30%. Atis’ skyrocketing growth is driven by the opening of a third new space in the last year. While substantial and impressive, it is the smallest brand in CACI’s Food to Go tracker, meaning the overall GBP shift in the market is small.  

The largest share of the customer mix for these brands comes from CACI’s Acorn profiles Prosperous Professionals at 15% of spend followed by Up-and-coming Urbanites at 11%. 

For new entrants, the challenge to growth is proving value in each transaction, precise targeting and mission expansion without undermining the brand or cannibalising sales. 

Continued growth in chicken QSR: Popeyes, Wingstop & Slims

Consumers continue to seek indulgence and novelty. In the chicken QSR sector, our findings concluded Popeyes grew ~30%, Wingstop ~20% and Slims ~9% (who were +46% in the first quarter of the year). While this may counter the premium healthy lunch trend, consumers are finding ways to balance health-conscious choices with indulgent ones. 

Caffeine & matcha on the rise: Blank Street & Grind

Both Blank Street and Grind grew over 20%, indicative of the brands’ innovative products, strong social media presence and matcha-led menus. These brands have evidently appealed to younger, experience-driven consumers by creating excitement through their product innovation. 

Established brands are driving growth by harnessing loyalty 

The biggest takeaway is that while new entrants win on excitement, established brands win on loyalty.  

New brands have brought excitement, and with that, percentage growth, but most saw YoY growth rates slow across the year. Meanwhile, more established brands like Pret a Manger, Costa, Starbucks and McDonald’s saw stronger growth in the latest quarter. When assessing actual pounds versus percentage growth, established brands are back growing and seeing very substantial sales gains. This reiterates the impact of loyalty on long-term growth.  

The formula of the current state of the market then becomes:  

Excitement = short-term percentage growth. Loyalty = long-term monetary growth. 
 
New brands, social media influence and new cuisine are fuelling excitement. Loyalty is driven by familiarity, perceived value, brand resonance and communication. Brands that can achieve a sweet spot between both are poised for sustainable growth. However, our findings suggest tension between excitement and loyalty. This prompts brands to reflect on how to maintain excitement or build customer loyalty.  

Four strategies to drive growth in a tough climate

1) Having the right products in place 

Brands must understand how to appeal to existing customers and excite new ones. Product and menu innovation should be strategically considered to open new missions and tailor to the right locations, dayparts and missions.

2) Getting the right space

While growth can be achieved by acquiring new spaces, established brands are always optimising their spaces to reach the right people, in the right place, at the right time. This is why some brands are shifting to drive-through locations as town centres decline and why many have opted to offer FMCG products in the chilled sections of supermarkets.

3) Appealing to customers through the right message 

Tailored content sent to the right target group at the right time with the right incentive is critical to success. 

4) Delivering with the right service

Profitably staffing each location, determining which locations will best suit trialling self-service kiosks and avoiding alienating or upsetting customers who value your brand’s personal service are critical considerations.

This is often easier in the new entry “excitement” phase, but new and established entrants must constantly evaluate that they have the right mix of these factors to remain relevant in a rapidly changing market. Each of these strategies has a ‘people, place and time’ lever that can be pulled to maximise growth by leveraging customer loyalty.  

How CACI’s Brand Dimensions can help your Food to Go business thrive

With so much complexity in the food to go sector, brands need more than just internal customer data to keep on top of the mix. Supplementary market data through CACI’s Brand Dimensions can help you answer your growth questions, combining the right data with the right tools to project long-term growth through the right mix of products, services, places and messaging. 

Highly detailed, timestamped transaction data is at the heart of Brand Dimensions, indicating anonymised customers and specific outlets to infill any data gaps and gain unique performance and competitor outlet insights.

When combined with anonymised mobile activity data and demographic classifications, it creates a cohesive base to address the people, place and time levers driving growth. This can also be topped off with lifestyle attributes linked to those demographics, competitor location data and competitor sentiment data. 

Through this, businesses can better prepare for the future by understanding consumer behaviour at brand level. 

Although Brand Dimensions is typically tracked on a monthly basis, these findings have been summarised quarterly for this blog.  

If your brand could benefit from these data insights, book a Brand Dimensions demo with us. 

What is subscription fatigue?

Subscription fatigue refers to consumers’ deteriorating interest in a subscription or service, resulting in their cancellation. This is often due to feeling overwhelmed by their numerous subscriptions or losing sight of the value each subscription brings. It goes hand-in-hand with churn, where uncertainty, mental exhaustion and subscription overload leads to diminished satisfaction with the subscription experience.  

What is causing subscription fatigue? 

With the ever-increasing number of subscriptions consumers have, decision overload is inevitable. Mounting costs, managing multiple accounts and the pressure to maximise each subscription all contribute to declining satisfaction. When value is unclear, questioning a subscription’s worth surfaces. 
 
Value must therefore be constantly reiterated and subscriptions models must be flexible enough to meet consumers’ unique needs. Signs of fatigue must be identified early on and actions to mitigate fatigue must be taken.  
 
CACI understands the challenge: people want convenience and personalisation, but they also want affordability and control. 

Over-subscription

Subscribing to and managing multiple subscriptions can be mentally draining. The simple fix in consumers’ minds is typically to unsubscribe, even if the service itself is not the problem.

Inability to reinforce value

If consumers feel that they are paying for a service they do not use, the feeling will quickly lead to subscription fatigue. When it comes to subscriptions, low perceived value or service underutilisation are often the driving factors behind cancellations. If value cannot be demonstrated, even your most loyal subscribers may be lost.

Lack of flexibility

When feelings of frustration or overwhelm creep up among the plethora of subscriptions a consumer has, offerings that do not feature flexibility are likely the first to go. Rigid plans will not appeal to already-fatigued consumers. If subscribers feel as though they maintain control over their subscription, they will be easier to retain and keep satisfied. Establishing tiered memberships, flexible pricing, pause options, add-ons or various payment plans can help rectify this.  

How can brands fight subscription fatigue? 

Subscription fatigue may be inevitable within an oversaturated subscription landscape, but understanding the origin of fatigue and the strategies that your organisation can implement to combat this will make a tremendous difference. Leveraging predictive modelling, customer insights and data and segmentation are among the most effective approaches.

Use predictive modelling

AI-driven predictive models forecast customer behaviours and guide the next best actions. Proactive retention and upsell strategies can therefore be developed, resources can be prioritised towards customers with the highest potential and a measurable performance uplift can be seen in metrics like LTV, conversion and engagement. 

Focus on customer insights 

By integrating transactional, behavioural, attitudinal and external data, CACI helps you attain a comprehensive view of your subscribers that will improve your decision-making across acquisition, retention and product development. 

These insights help you:

• Build strategic confidence by grounding it in real customer behaviour  
• Identify high value customers 
• Understand churn drivers 
• Uncover growth opportunities 
• Benchmark performance against your competitors 
• Better understand your position within the market  
• Spot underperforming segments or categories where competitors are gaining share

Grounding strategic decisions in external evidence also improves internal storytelling and stakeholder alignment. 

Focus on acquisition through segmentation

Poor segmentation drains budget by targeting low-value audiences. Without precise targeting, campaigns miss the mark and media mix decisions lack data-driven optimisation.  

CACI’s bespoke segmentation capabilities give you intuitive, data-rich segments reflective of the diversity of your customer behaviours, values and attitudes. This enables personalised marketing and CRM journeys, enhances media targeting and campaign ROI and bolsters strategic planning by revealing which segments to grow, retain or re-engage across three core areas: 

• Data: Curated, high-quality foundational data with diverse input lenses and no personally identifiable information (PII).  
• Segment simulation and validation: Segment-level data layer, validation to assess predictive accuracy with guardrails in place and performance audited.  
• Persona enhancement: Defined by segment characteristics and enriched with psychological and behavioural traits, every step is tested by experts to ensure it is structured, auditable and iterative.

Through this tailored approach, CACI equips you with segmentation that reflects your customers, leading to better decision-making, campaigns and long-term growth.

How CACI can help you overcome subscription fatigue

CACI helps subscription brands unlock growth by transforming fragmented customer data into actionable insight. Through advanced data science and AI-powered decisioning, we support acquisition, retention and personalisation at scale. 
 
We can help you:

• Build deeper customer understanding and target the right audiences 
• Forecast behaviour, improve retention and justify investment 
• Turn insights into action across media and CRM 
• Simplify data and bridge capability gaps

To find out more about how your organisation can successfully overcome subscription fatigue, get in touch with us.

What is subscription churn?

Subscription churn refers to the number of subscribers or customers that stop their subscription with your organisation within a specific period, measured against the overall customer base. Churn can be interpreted in several ways and organisations may have their own method of calculating churn depending on what suits them. However, the principle remains the same: churn shows how effectively you retain customers. 

A high churn rate means that customer retention may present difficulties, whereas a low churn rate is indicative of successful retention. 

Why is churn important in the subscription sector?

Subscriptions have embedded themselves into consumer behaviour, with 4 in 5 UK adults now signed up for at least one subscription service and nearly one-third subscribed to a subscription box delivery service. While this shows how appealing the convenience of subscriptions is, cost is a key barrier. As the cost of living rises, subscriptions are often the first thing customers look to cancel. 

In the subscription sector, churn directly affects revenue predictability, customer acquisition, lifetime value (LTV), growth and brand reputation. Even small churn rises can lead to longer-term financial instability. Understanding churn is therefore essential to uphold customer and subscriber satisfaction and retention. 

Types of customer churn

To mitigate churn, organisations must distinguish between its two types: voluntary and involuntary. Each provides a unique lens on customer behaviour and organisational performance, also requiring their own prevention and combative methods. 

Voluntary churn

Voluntary churn is when customers choose to end their relationship with a service or product. These are instances when they no longer recognise a service’s value, have opted for a competitor’s service, can no longer afford the service or other considerations.

Involuntary churn

Involuntary churn happens when customers unintentionally end their subscription with a service due to reasons beyond their control. Financial pressures are one of the most substantial driving forces behind churn, especially for discretionary spend on products that are optional rather than essential. 

Average churn rates for subscription sector

Customer churn can be expected to an extent but determining the amount of churn that your organisation can withstand and the maximum length of time in which losses can be made up will be critical for long-term growth. 
 
Churn rates also vary by customer segments. Through Acorn, our geodemographic segmentation, we found that younger Acorn groups like Tenant Living might avoid long-term subscriptions as cost is a hugely influential factor in their circumstances. Customers within Acorn’s Commuter Belt Wealth group might enjoy the convenience of subscriptions, but busy and irregular schedules can complicate commitment. We also found that subscription drop-off after discount periods is common across different segments. 
 
By recognising these behavioural differences, your subscriber retention strategies can be more effective.

Subscription churn reduction

To counter the effects of churn, organisations may turn to offering incentives that attract price-sensitive customers who churn post-offer. While this may remedy the situation to an extent, the following approaches will bolster your understanding and reduction of churn by combining proactive and reactive strategies with data. 

Bespoke segmentation

Poor segmentation leads to wasted budget on low-value audiences. Campaigns miss the mark without precise targeting and media mix decisions lack data-driven optimisation. 

CACI’s bespoke segmentation capabilities enable you to create intuitive, data-rich segments reflective of the diversity of your customer behaviours, values and attitudes. This powers personalised marketing and CRM journeys, improves media targeting and campaign ROI and supports strategic planning by revealing which segments to grow, retain or re-engage in three capacities:

• Data: Curated, high-quality foundational data with diverse input lenses and no personally identifiable information (PII). 
• Segment simulation and validation: Segment-level data layer, validation to assess predictive accuracy with guardrails in place and performance audited. 
• Persona enhancement: Defined by segment characteristics and enriched with psychological and behavioural traits, every step is tested by experts to ensure it is structured, auditable and iterative.

Predictive modelling

Through predictive modelling, AI-driven models forecast customer behaviours and guide the next best actions. This enables proactive retention and upsell strategies, prioritises resources towards customers with the highest potential and drives measurable performance uplift in metrics like LTV, conversion and engagement. 

Customer insights

CACI’s data offers a holistic view of customers that helps organisations better understand churn drivers. Customer insights are divided among: 

Core demographics

• Affluence 
• Disposable income 
• Age band 
• House size 
• Occupation 
• Number of children

Key behaviours

•  Price sensitivity 
• Loyalty 
• Motivated by premium/value 
• Convenience 
• Environmental attitudes

Digital behaviours

• Posts/reads ratings & reviews 
• Social networks 
• Influencers 
• Newspaper & magazines read

Brand engagement

• Websites visited 
• Loyalty cards 
• TV channels 
• Newspapers 
• Streaming sites 
• Magazines

An understanding of customers’ lifestyles is enriched through additional layers of their interests and hobbies, lifestyle attitudes and shopping behaviours. For subscription brands, this reveals not just who your customers are, but why they subscribe. Our insights showed that customers tend to be mindful of ethical and environmental issues and are concerned about their online security. They also tend to focus on provenance when it comes to shopping, considering where products are made/grown, the value they place on quality goods and those that make life easier. These motivations influence a subscription’s perceived value, a customer’s loyalty to a subscription and brand and what may sway their thought process in terms of staying or cancelling. 
 
Through this holistic view, you can also benchmark your organisation’s performance against competitors to gain a clear view of market position and competitive dynamics. This helps you understand where you stand in the market, who you are winning with, where you are losing and why. It identifies underperforming segments or categories where competitors are gaining share, enabling focused interventions. It also supports internal storytelling and stakeholder alignment by backing up strategic decisions with external evidence.

How CACI can help you navigate churn reduction

CACI helps retail subscription brands unlock growth by transforming fragmented customer data into actionable insight – driving acquisition, retention and personalisation at scale through advanced data science and AI-powered decisioning. 
 
We can support you in:

• Building deeper customer understanding and targeting the right audiences 
• Forecasting behaviour, improving retention and justifying investment 
• Turning insights into action across media and CRM 
• Simplifying data and bridging capability gaps

To find out more about how your organisation can successfully navigate churn reduction and strengthen customer loyalty, get in touch with us. 

A competitive, complex consumer landscape

Competition has never been more intense in the dynamic and growing consumer health and wellbeing sector. 2025 has seen new market entrants like hair loss treatment company Hair + Me, any number of weight loss services like Juniper and SheMed high on social media feeds and supermarket Morrisons in partnership with Phlo moving into the on-demand online healthcare space alongside existing high street giants Boots, Superdrug and Asda.

This new and intense competition also comes with a new reality: increasingly fragmented consumer behaviour that upends traditional marketing assumptions.

Younger age cohorts drive healthcare growth

Our Voice of the Nation (VOTN) survey examining consumer sentiment finds Gen Z and Millennials in the driving seat of the elective healthcare market. Weight-loss treatments like Mounjaro and Ozempic are expected to surge by 40% in 2025 due to these younger age cohorts.

Notably, Gen Z shows equal interest across genders, unlike older age groups where women dominate. Cosmetic treatments are also gaining traction, with well over 10% of Gen Z and female Millennials planning to pay for them, compared to less than 3% among Gen X and Baby Boomers.

While aesthetics is clearly playing a role, other deeper consumer motivations are also emerging.  Notably, survey respondents who consider health a top national issue are significantly more likely to self-fund treatments. Among Gen Z males in this group, 16.2% plan to pay for weight-loss treatments in 2025 — well above the average of 4.9%. And just as importantly, the VOTN data somewhat counterintuitively shows that demand for elective healthcare products and services in general spans both affluent and less affluent groups.

Age-related wellness and health products drive innovation

In short, our VOTN data reveals a complex blend of beauty, wellness, and proactive health management, with younger generations investing in elective healthcare to enhance both how they feel and how they look.

This trend is reflected in the innovation and increasingly digital activation seen in the fertility and female health space relevant to these age cohorts. Period care pioneer Daye is launching a new at-home hormone testing service for a host of biomarkers like reproductive hormones, thyroid function and Vitamin D. Male fertility company, testhim, which provides consultations, testicular scans, sperm DNA and other diagnostic testing, is also launching specialist fertility supplement testhim M+and a groundbreaking online monthly support group.

Complex, demanding consumers require sophisticated, multi-layered segmentation

So, with Gen Z and Millennials increasingly self-funding weight loss, cosmetic treatments and holistic wellness products and services of all kinds, DTC and e-commerce healthcare brands must truly rethink how they engage with this increasingly data-savvy, image-conscious audience. Informing integrated campaigns that blend social commerce, influencer marketing, paid advertising, organic and direct marketing content. Our VOTN survey also found that nearly two-thirds of Gen Z consumers (63%) have purchased goods and services via a social media platform like TikTok Shop and Instagram, making this a crucial channel for healthcare businesses to understand and potentially utilise.

But to do that effectively in practice, DTC and e-commerce healthcare brands need more than just surface-level insights. They need robust, layered data foundations that help them target the right consumer with the right kind of message at the right time in the right place. Even with first-party consumer data, it’s a significant challenge. Without it, reaching existing or identifying potential customers is almost impossible for brands.

You can see an example of this in our VOTN survey, which showed that for weight loss treatments, there appears to be greater levels of demand both at the more affluent end of our Acorn segmentation spectrum *and* at the least affluent end, potentially for differing reasons.

This requires integrating geodemographic, behavioural, lifestyle, and attitudinal data to move beyond ‘off-the-shelf’ consumer segments and into understanding consumers in a deep way that understands the likelihood of them engaging with specific healthcare products and services and why – enabling brands to drive efficient spend on the right customers – and remove disinterested or low-value ones – in a market with such broad appeal

It’s also only by taking this multi-layered data approach healthcare brands can build strategic data-driven campaigns that resonate on a genuinely personal level in the manner desired by younger generations. Critically, delivering on the perennial, somewhat paradoxical Gen Z demands for high levels of privacy, but also similarly high levels of personalised products and brand messaging.

Turn insights into activation for D2C and e-commerce health campaign success

But as we know, data, in isolation, holds limited value. Its real power is unleashed through activation – the transformation of insight into strategy. And in a world where consumer expectations are rising and attention spans are shrinking, the ability to deliver timely, relevant, and meaningful engagement is an outright competitive advantage. And it can only be achieved through a deep, data-driven understanding of people.

For D2C and e-commerce health brands, this understanding and successful activation requires them to:

• Identify high-value customer segments for targeted acquisition and retention
• Predict churn and retention patterns within subscription-based models
• Inform campaign messaging with real-world consumer behaviours and motivations
• Develop nuanced personas reflecting not just demographics, but attitudes, values, and lifestyle choices
• Personalise content across relevant digital channels, from email to in-app experiences
• Build lookalike audiences for acquisition campaigns on platforms like Meta and Google
• Optimise digital spend by measuring performance and refining segmentation over time

This is where the transformation power of comprehensive datasets, such as CACI’s Ocean database, which offers over 700 variables at an individual and household level, comes in. Ocean includes everything from financial situation, media consumption and digital behaviours to lifestyle preferences like veganism and exercise to whether consumers have a smart watch or fitness band.

When combined with geodemographic tools like Acorn – segmenting over 1.6 million UK postcodes using more than 800 variables – and supported by bespoke data analysis, brands can unlock a truly multidimensional view of their audiences wherever they are.

This approach allows brands to move beyond generic targeting and into a space where campaigns are not only more relevant but also more respectful of consumer expectations – a win-win for younger cohorts who dislike intrusive and irrelevant brand messaging but demand personalisation nonetheless!

Data insight for a dynamic healthcare future

As healthcare consumers’ expectations evolve and the consumer health and wellbeing market with it, so must the strategies brands use to engage them. Success for D2C and e-commerce healthcare brands doesn’t just hinge on understanding who consumers are today — it’s about being able to anticipate who they’re becoming even as new healthcare technologies, products and devices become available. By being able to able to identify and engage high-lifetime value customers as early as possible, brands also have a greater chance to capture markets as they evolve.

The effectiveness of multi-layered segmentation in improving marketing precision now – and as AI becomes more integrated – is well established. CACI’s ability to deliver on this today with our consumer data and bespoke strategic segmentation capabilities ensures brands are future-ready

Data isn’t just a tool – it’s a strategic asset. Brands that invest in sophisticated segmentation and activation today will be best placed to drive sustainable growth tomorrow.

Speak to our healthcare consumer segmentation specialists today.

As attitudinal segmentations are usually based on surveying a smaller sub-group and not based on data which can be easily applied to customers on your database, bridging attitudinal segmentations can be a challenge and is not always a straightforward process. However, it is a great way to provide a consistent customer experience.

So, what is attitudinal segmentation and what considerations should an organisation have when it comes to their approach for bridging an attitudinal segmentation?

What is attitudinal segmentation & how to bridge an attitudinal segmentation

Attitudinal segmentations are typically created using data from quantitative surveys. They can be a powerful tool for delivering rich insights into customer and prospect mindsets and provide a valuable framework for organisations to engage customers effectively through an in-depth understanding of their needs, attitudes and motivations.

Being able to treat customers consistently throughout the marketing funnel helps to establish a relationship with them and deliver resonating messages that will drive increased engagement. Once someone becomes a customer, they will expect to see the same messages that originally struck a chord with them reflected and developed in their ongoing journey with you.

The economic and social disruption since the pandemic has permanently changed consumers and their expectations of brands, so ensuring your online messaging aligns with these changes is increasingly important. We consistently see organisations that are personalising messaging for their customers increasing their market share, net promoter scores, return on investment and profitability. With this in mind, being able to make your attitudinal segmentation actionable on your database should be a key part of your customer engagement strategy.

Key questions to address the challenges of bridging an attitudinal segmentation onto your customer base

There are no two ways about it – data is key to tackling this challenge and making it actionable. To achieve this, you should ask the following five questions to get started:

• Where and who created the segments? Were the segments created by your organisation or a media/research partner? This is pertinent to understanding if you can get to the raw data or in understanding the level of granularity of data you can obtain.
• What data is there? Do you have access to the responder level data or tables by segment or Pen Portraits? The data you can reach will determine the method of bridging that can be used.
• Were questions only posed to your customer base or to the wider population? What types of questions were asked and were they personal to the organisation or more generalised? This can impact the resulting solution.
• Are there any behavioural traits reported within the data that were part of the same survey? Wider data beyond pure attitudes can be helpful to model this back to the database.
• Were any demographic questions asked or was postcode captured? This can help the process of creating the link between segments and customer base.

While bridging an attitudinal segmentation can be challenging, these questions will help identify how simple or complex the solution will be.

Key techniques for bridging attitudinal segmentation

Depending on the granularity of the data your organisation has access to, the following techniques can be leveraged:

• Responder level data: As this is the most granular form of data, it produces the most accurate results. Techniques here include modelling each of the segments by using a mix of the responder data and CACI’s own data to score this up against a customer database before validating this against the responder panel.
• Tables by segment: We can compare each customer’s results to the segment averages based on a combination of multiple data points. Validation is key through profiling and sense checking the segment distribution.
• Pen Portraits: Here we would use a rules-based approach to recreate segments based on high-level views of the segment to capture the different blend of information that you have to bridge the data. As before, the final step of validation is key to ensuring the solution’s accuracy.

If raw data is inaccessible or unavailable, the following alternative methods can support:

• Adding golden questions to market panels: This will provide more demographic and behaviour traits which support the bridging process.
• Surveying the whole customer base with golden questions: Responses can often be skewed to particular segments, however, and some consumers may be more inclined to answer than others.

Considerations at the start of an attitudinal segmentation journey

Including key customer traits

When beginning an attitudinal segmentation, our first recommended consideration would be to include some key customer traits. Including additional questions such as demographic markers (postcode, gender and age band) will support segmentation mapping on to the database.

Cross-team engagement

Cross-team engagement will be invaluable to ensure the segmentation meets goals and drives value. This will help flesh out what the segmentation will be used for now and in the future, as well as gauging what you need from the segmentation and building it accordingly. It is also pertinent in getting buy in as early as possible to ensure teams are engaged when the solution is rolled out.

Backing segmentations with research

Another solution would be to build the segments first and then use research to enhance them with attitudinal values. This solution can work well with one of the benefits of running focus groups to bring life to the segments rather than using the attitudes to drive the segmentation.

Ultimately, it is about finding the right balance that works for your organisation based on wants and needs. Attitudinal segmentations can bring excellent insights but are limited in their applications across a database. Fundamentally, it is a process of ensuring that through engaging the whole organisation, your solution is optimised to meet strategic aims.

How CACI can help

CACI is in a unique position with a UK-wide dataset on all adults, encompassing over 800 variables that we can use to profile and create proxy variables to support the possibility of a successful bridging exercise. We help solve the challenges associated with bridging attitudinal segmentation for leading organisations many times each year.

To learn more about getting the most out of your segmentation and how CACI can support you through this journey, get in touch and we can discuss your challenges in more detail.

What is Marketing Mix Modelling (MMM)?

Marketing mix modelling (MMM) is a statistical tool that helps organisations understand and quantify the impact of marketing activities on consumers’ behaviours, sales, return on investment (ROI) and more. It breaks down an organisation’s performance by channel, incorporating various types of data to evaluate effectiveness and determine which marketing activities are most heavily influencing the organisation’s business outcomes, which we explore further in our blog on marketing mix modelling.  

Based on a series of steps, MMM begins with data collection of marketing variables, followed by an analysis of the data collected to identify relationships or patterns and building a customised model to showcase actions and results. Finally, scenario testing can be conducted to gauge possible outcomes, leveraging the results to optimise marketing strategies and bolster decision-making. 

What is multi-touch attribution (MTA)?

Multi-touch attribution values each customer touchpoint leading to conversion, with its goal being to decipher the marketing channels or campaigns that should be credited with the conversion. The intention of this is to measure the effectiveness of each channel or touchpoint so that marketers are aware of where they should focus efforts and resources and allocate future spend in the most effective ways possible to enhance customer acquisition efforts.  

Through multi-touch attribution, a more comprehensive view into customer journeys can be gained, enabling organisations to create better strategies or optimise their ad spend in line with market shifts. The ability to see how each touchpoint impacts a sale is what allows organisations to dissect customer journeys and allocate budgets accordingly.

What are the differences between multi-touch attribution (MTA) vs marketing mix modelling (MMM)?

Aggregated versus disaggregated data

Aggregated data is statistical data used in MMM that is grouped into channels, regions or times to assess trends in terms of how channels contribute to sales. Disaggregated data, on the other hand, is behavioural data that is used in MTA to gain the most detailed insights possible at user or individual level.  

Organisations require aggregate information for visibility into external trends that may be affecting marketing efforts and conversions. In comparison, the precise level of detail available through disaggregated data is critical in MTA as it is required for assigning multiple touchpoints within a customer journey.

Objective and impact assessment

MTA uses trackable customer interactions to understand the importance of each touchpoint. As a result, one of the most substantial differences between these two is their objective. MTA focuses on the impact of specific, individual touch points and their sale or conversions impact, whereas MMM focuses on the overall impact of your marketing mix and how that combination influences sales or other outcomes.

Choosing the right approach for your company

MMM’s main goal is to help organisations deduce overall business outcomes and MTA helps organisations understand the contributions of individual touchpoints to conversions or actions. MMM includes both online and offline channels, whereas MTA only includes digital channels that track individual user behaviours. 

While MTA may not be easy to implement due to ever-changing customer journeys paired with uniting all touchpoints across various devices, channels and platforms, it does enable flexibility and offers a more granular understanding of what does and does not work within marketing initiatives. This flexibility and granularity equips organisations with insights that allow for informed, data-driven decision-making for digital marketing campaigns.

When to use multi-touch attribution modelling (MTA)

Multi-touch attribution has become a staple for organisations requiring tactical insights and are focused on short-term optimisation by measuring and quantifying the impact that their digital marketing campaigns are having. The visibility that multi-touch attribution modelling provides into the success of touchpoints across a customer’s journey is unparalleled. #

This insight is critical for organisations to consider amidst consumers’ increasing wariness of marketing messaging. Through this, the right audiences and their respective marketing preferences can be identified across channels, enabling customised messaging to be created and the right consumers on the right channels at the right times to be reached. 

Maximising ROI can also be made possible through multi-attribution modelling by engaging with consumers in fewer though more frequent and impactful marketing messages that ultimately shorten sales cycles. 

When to use marketing mix modelling (MMM)

Marketing mix modelling should be used when needing to understand the combined impact of advertising spending, promotions, pricing and distribution channels. It can be particularly impactful for organisations that are well-established and have a plethora of data over the course of many years to work with.

From media activities to external variables including macroeconomic factors and competitors’ activities and internal variables like product distribution, product changes and price changes, countless categories can be monitored for organisations to analyse data and understand the relationship between sales and these elements. Its [immunity to the everchanging privacy landscape] is also a key advantage.

How to use both approaches together

Both MTA and marketing mix modelling MMM are key approaches in the realm of marketing analytics. When used together, MMM can offer macro-level views into marketing impact on revenue, while MTA can supply granular insights into the effectiveness of specific marketing channels. Organisations that understand when and how to use both approaches will find themselves transforming their marketing strategies and maximising their ROI.  

Combining these two approaches when building an attribution strategy is often recommended. However, MMM will ultimately be most effective for gaining long-term, strategic insights that can bolster planning and financial outcomes, whereas MTA is best suited for short-term, tactical insights that can enhance day-to-day optimisation, campaigns and decision-making. 

How CACI can help

CACI supports businesses in their delivery of optimised marketing efficiency by:  

• Determining the value and performance of activity through evolved multi-touch & econometric modelling
• Producing results to sustain & increase growth through targeted investment & improved marketing performance
• Delivering improved accuracy, consistency and availability of marketing performance insights
• Enhancing capability by evolving data, technology & process
• Supporting the provision of ongoing strategic & delivery resource.

Find out more about the impact that digital attribution modelling can have on your business by contacting us today. 

Watch a session from our recently event on how to optimise marketing performance through Commercial Mix Modelling.

Sources:

• https://segment.com/academy/advanced-analytics/an-introduction-to-multi-touch-attribution/
• https://funnel.io/blog/mta-vs-mmm#:~:text=Marketing%20mix%20modeling%20(MMM)%20and,effectiveness%20of%20specific%20marketing%20channels
• https://www.marketingevolution.com/marketing-essentials/multi-touch-attribution
• https://segment.com/academy/advanced-analytics/an-introduction-to-multi-touch-attribution/
• https://www.marketingevolution.com/marketing-essentials/multi-touch-attribution

As businesses grow, so do the expectations of their customer experiences and those delivering it. Acquiring more customers, more products and, therefore, more data comes with increased complexity and an increasing demand on those in marketing, data and IT to enable growth.  

A successful growth agenda must consider not just the business goals, but the actionable steps to achieve them. These steps should include understanding the data, the insights it will deliver and the technical capabilities of how to scale. This can be a daunting challenge given the complexity and scope of the market.  

In this blog, we will explore how an enhanced customer experience can be delivered alongside business growth and the common issues businesses face, from operating at scale and delivering high-value experiences with limited technical resource to optimising technology for growth.   

The challenges of operating at scale

Businesses experiencing rapid growth on the journey from start-up to breaking into the mid-market and beyond find themselves in a complex landscape. With growing volumes of customer data, pressure to deliver an effective customer experience and legacy technology from early in the business’ trajectory, the challenge of maintaining that growth can be significant.  

These challenges can be broken out across the pillars of Data, Technology and People and Process. However, these are fundamentally reliant on each other, with each requiring attention to enable an impactful customer experience. 

Data is critical for understanding your customers and provides the foundation for your customer experience. Leveraging your customer understanding enables personalisation and brings you closer to a 1:1 relationship. The challenge is drawing insight from your customer data, considering things like segmentation and modelling to understand behaviour, then making that understanding actionable and available to be used for personalisation.  

This brings us to Technology. Underlying martech is the engine for customer experience, fuelled by data. Businesses often hold on to legacy systems and processes, which can become limiting factors when experiencing growth. Scaling existing technology can create bloat and operational inefficiencies as the aspirations are built on unsteady foundations.  

With Data and Technology in place, there is still the strategic element to consider. Mature, data-led businesses treat their customer experience as an iterative process. By monitoring campaign performance and understanding their customers, their communications are personalised across content, timing and channel, and they are constantly assessing how they can be more relevant and engaging for their customer. 

Enabling this iterative cycle requires a nimble customer experience, paired with the breaking down of silos between marketing, data and IT functions to enable your team to work efficiently and keep up with consumer demands.  

By putting customer understanding and activation along with the right tools in the hands of the marketer, they can identify and deliver high-value activities across customer acquisition, retention and win-back.   

Delivering high impact solutions with limited technical resources

The answer to the question: “What are the high-value activities of our brand?” is often hidden within the data. Focused insight gathering and customer understanding can reveal where in the process customers churn, what marketing is effective and what could be done better.  

Often the challenge here is again one of resource: finding someone with the right skills and resources to draw insight from data, present it clearly for marketers, data experts and C-suite, and then use this to inform the customer experience.  

This process is ongoing and iterative. A one-off solve will always be limited as customer needs, products and demographics evolve over time. Therefore, effective growth requires a dedicated measurement framework to ensure the customer experience is driving results.  

By taking a customer-first approach and prioritising your high-value activity, you can articulate what you need to deliver the experience effectively, whether that is more understanding of who your customers are, better capacity to automate and personalise, or more substantial reporting to continue iterating to grow closer to your customer.  

Optimising technology for business growth

High-value activities depend on the right technology. Legacy systems often hinder growth by limiting access to real-time data and advanced capabilities required for superior customer experiences. 

Growing businesses often outgrow legacy platforms, which lack the sophistication needed for modern demands. Upgrading to advanced marketing platforms allows companies to enable personalised, multi-channel journeys, automate tasks at scale and leverage AI-powered insights, helping marketers meet evolving customer expectations with greater efficiency. 

Selecting and implementing the right technology can be a challenge, however. The martech space is incredibly crowded with, at time of writing, over 14,000 products (per Scott Brinker’s State of the MarTech report), all with their capability, functionality and requirements. To select the right tool, businesses must consider what their aspirational customer experience is, how the tool integrates with the rest of their stack and how they are going to deliver value quickly after embarking on implementation.  

What should brands do and how can CACI help?

To successfully scale up your business without compromising your customer experience, CACI suggests considering your data, technology and operational processes ahead of making major changes. The key to growth is working backwards from your aspirational state to construct an actionable maturity roadmap. This ensures you are dedicating time and effort to the immediate priorities that will bring value back to the business while working towards your goal state. 

Our tried-and-tested approach of bringing together experts on Data, Technology, People and Processes has delivered results for complex brands like EasyJet and ASOS. CACI’s data-led, customer-centric approach focuses on enabling the customer experience by understanding the overall business vision and customer needs, considering market positioning and the steps a brand can take to sustainably and effectively deliver on their ambition. 

If you are looking to accelerate customer data or technology changes by connecting and activating your insight, please get in touch to discuss what strategies and solutions that our team of experts can help you deliver.

Related case studies

• Transforming Bupa’s customer journeys
• Activating data for a flagship customer experience project for the RAC
• Enabling Legal and General to become data led, technology enabled and customer experience-focused