Think in Arches, Plan in Curves: The Vault Approach to Smarter Marketing

Like the soaring Gothic vaults of a cathedral, great strategies aren’t built on instinct, they’re built on structure. Those interlocking arches, seen in centuries-old architecture, weren’t just visually impressive – they were engineered to hold weight, distribute pressure, and elevate space.

The Vault, our AI-powered marketing optimization tool, follows the same principle. It’s not just a repository of data – it’s a structured, intelligent framework designed to carry the weight of today’s challenges.

The Vault lays the groundwork. MMM builds the full architecture.

With advanced modeling, predictive return on investment (ROI) curves, and tailored planning scenarios, The Vault provides fast, directional answers that help marketers act with confidence. It’s designed to get teams aligned quickly, while Marketing Mix Modeling (MMM) delivers the deeper, long-term understanding needed for strategic investment and attribution.

Retail Revolution 2025 delivered one message loud and clear: buzzwords won’t cut it, business impact will. That’s exactly where The Vault delivers: not with jargon, but with concrete, data-led action. As brands navigate complex consumer behaviors and tighter budgets, data is no longer just a strategic asset; it’s a daily operational tool.

In retail, a vault typically protects what’s most valuable – cash, inventory, or sensitive data. But today, the most under-leveraged asset retailers have isn’t locked in a back office; it’s knowledge. The kind of knowledge that tells you which media channel actually drives sales, where your next ROI gain is hiding, and how to reallocate budget without regret.

Here’s how The Vault helped a leading supermarket chain in Romania rethink its media budget and unlock smarter returns (the case study is available for download). 

What if you rethought your media spend?

A top supermarket chain in Romania, a mature brand and category leader, faced a familiar question: What if we reallocated part of our traditional media budget – specifically TV – to other channels? Could we achieve better results without increasing overall spend?

How The Vault turned uncertainty into options

Using machine learning trained on historical media effectiveness, The Vault walked the brand through a structured four-step process. It began with benchmarking typical weekly activity, simulated their current plan’s impact, stress-tested multiple what-if scenarios (including a 30% cut from TV), and finally identified the top-performing reallocation plan based on incremental sales and ROI.

What the smartest scenario revealed

The aggressive scenario – cutting 30% of the TV budget – actually weakened performance. But a smarter, partial reallocation to digital drove stronger results with the same total budget.

This wasn’t just a media rebalancing exercise, it was a proof of concept: that data-backed decisions outperform assumptions, even for legacy brands in traditional categories. 

Built to perform, Not just impress

At Retail Revolution, the call was clear – don’t just talk about AI and optimization, apply them. The Vault’s real-world performance answers that call – it shows how AI can translate econometric complexity into daily planning clarity.

Think of The Vault as your blueprint, and MMM as your architectural plan.
Use both to build smarter, stronger strategies that stand the test of scrutiny and time.

Photos @Unsplash