Berlin-based start-up XbyX | Women in Balance wanted to optimise their marketing spend and overcome performance stagnation (e.g., on Google Ads). Despite having sophisticated measurement tools, Co-founder Monique Leonhardt needed data-backed clarity on two core business questions:
- How much incremental revenue does marketing directly create versus baseline brand sales?
- Where should the next euro be spent to yield the highest return?
Hanya deployed its Marketing Mix Modelling (MMM) service, requiring minimal effort from XbyX, and within two weeks delivered actionable, non-technical insights tailored to active business decisions with a clear revenue opportunity.
The process
Hanya structured the engagement to integrate seamlessly with the XbyX team and deliver rapid results without the overhead of traditional consulting. By focusing purely on business-critical hypotheses, Hanya moved quickly from raw data ingestion to granular, cross-channel modelling. Every analytical step was built to translate complex data science into straightforward commercial strategy, ensuring the founding team could immediately understand, trust, and execute on the conclusions.
- Low-friction onboarding & fast execution: Requiring only a 30-minute kickoff, NDA, and data access, Hanya ran models immediately to deliver actionable baseline findings within two weeks.
- Deep data modelling: Analysed 126 weeks of historical data across three markets using dual modelling engines to isolate true marketing incrementality down to channel-specific returns and LTV triggers.
- Hypothesis testing & proactive exploration: Transformed leadership's key business questions into testable statistical hypotheses while uncovering unexpected, value-adding trends directly from the data.
- Plain-language, actionable outputs: Translated complex statistical findings into clear, jargon-free insights mapped directly to live strategic decisions with full transparency on assumptions and confidence ranges.
Key findings & outcomes
Revenue opportunity sized on Amazon — identified as XbyX's highest-margin opportunity, delivering a historical 4:1 incremental return, without squeezing margins.
LTV lever uncovered — key first-order product combinations and retention levers capable of unlocking long-term customer lifetime value.
Of revenue quantified as driven by baseline brand strength rather than direct paid media — clear baseline revenue visibility.
Operational shift — Amazon moved from a side initiative to a dedicated, high-priority growth channel, prompting immediate reallocation of senior leadership and budget.
Rather than delivering another static report, the engagement transformed raw marketing data into a high-confidence strategy — empowering XbyX to make decisive, revenue-driving moves.