Financial Services & Trading
How Saxo Bank Built an Internal MMM Capability
Learn how Saxo Bank used Alviss AI to build and operate its own Marketing Mix Modeling capability for data-driven marketing decisions.
Client
Saxo Bank
Challenge
Needed a scalable, data-driven Marketing Mix Modeling setup to measure marketing effectiveness across multiple markets, operable by the internal team.
Result
Saxo Bank now has full control over its modeling setup, enabling agile, business-relevant marketing decision-making operated entirely in-house.
"Having our own team operate the models means we can respond to business questions in hours, not weeks. The platform made that possible without needing a team of data scientists."
The Challenge
Saxo Bank is a leading global online trading platform provider. The marketing team needed to measure the effectiveness of its media investments across multiple markets covering the full funnel: paid, owned, and earned media.
But beyond a one-off analysis, the goal was to establish a modeling setup that Saxo Bank’s internal team could operate and maintain independently. The system had to be scalable to new markets and robust enough for ongoing decision-making without constant external support.
The Solution
A three-phase roadmap was designed and implemented:
1. Design Phase
Defined which markets, business KPIs, and data sources to include. This combined Saxo Bank’s internal knowledge with Alviss AI’s domain expertise in financial services MMM setups to ensure the right scope and structure from the start.
2. Development Phase
Built the initial predictive models with full stakeholder onboarding. This phase focused on ensuring shared understanding of how to interpret model outputs: what the numbers mean, where the confidence is high, and where uncertainty remains.
3. Training Phase
Trained Saxo Bank’s internal team to operate and manage the models independently on the Alviss platform. This included running new scenarios, updating data, and interpreting results without external support.
The Results
- Fully operational in-house MMM capability owned and run by the Saxo Bank marketing team
- Scalable framework that can be extended to new markets as the business grows
- Agile decision-making: the team can answer media effectiveness questions in hours rather than commissioning external analyses
- Shared understanding across marketing and finance stakeholders of how media investments drive business outcomes
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