Nederlands 
English One budget split across
ATL, BTL and online.
How one of the largest energy suppliers in the Netherlands has based its weekly budget steering across the full media mix on a single model for years, in a market that moves with the weather and the switching season.
The challenge
Essent’s media mix is broad: national TV and radio campaigns, BTL activation and a full online funnel, spread across several propositions. Every channel specialist had their own reporting, but the question that matters at portfolio level could not be answered with separate dashboards: is the total budget in the right place?
On top of that comes the energy dynamic: demand moves with the temperature and the switching season. Without correcting for that, every winter campaign looks brilliant and every summer campaign weak.
The approach
- One econometric model across the full mix, ATL, BTL and online, with weather, season and market dynamics as external factors;
- Weekly recalculation on the latest campaign and sales data;
- A concrete insight per channel every week: what each campaign contributed and where the next euro returns the most;
- Budget rounds backed by calculated scenarios instead of channel reports.
The result
The budget split across the channels is no longer an annual negotiation but a weekly routine, steered by a single shared truth. The partnership has now run for many years, the strongest indicator that the model proves its worth week after week.
“At Essent we have been using Datafy with great satisfaction for years. Every week we get insight into the effects of our campaigns across ATL, BTL and online channels. The media mix tool ensures we have the best overall budget deployment across all these channels.”
Rob van de Wiel · EssentOne truth across your whole mix too?
In a 30-minute demo we show you how ATL, BTL and online come together in one model.