---
title: "Politikos"
url: "https://www.omnicliq.com/en/case-studies/politikos-marketing-mix-modelling/"
description: "A four-year Marketing Mix Model showed Politikos what each ad euro is worth, and lifted revenue without more traffic."
category: "ecommerce"
client: "Politikos"
datePublished: "2026-10-28"
author: "Dimitris Bachtsevanis"
locale: "en"
---

# Politikos

> A four-year Marketing Mix Model showed Politikos what each ad euro is worth, and lifted revenue without more traffic.

## Project

**Client:** Politikos
**Industry:** Fashion
**Duration:** Q1 2026
**Services:** MMM, Analytics, Google Ads, Meta Ads
## Key results

- **+18%** Revenue
- **+35%** € per visit
- **+26%** Orders
- **+49%** Meta revenue
## Growth in a mature account, without leaning on more traffic

Politikos is one of the largest Greek fashion e-shops, advertising on Google, Meta, TV, influencers and email. The goal for Q1 2026 was more revenue and more purchases.
In a mature account, more advertising does not automatically mean more sales: some channels still have headroom, others are already saturated.
Platform reports cannot tell which is which, because each one measures only itself and often claims the same sale as another. TV and influencers do not appear in those reports at all.
So budget tended to stay where it was last year. To grow without more traffic, we needed measurement that sees every channel with the same yardstick.

## One model that sees every channel together, from TV to email

We built a Marketing Mix Model (MMM) on four years of data from Google, Meta, GA4, TV, influencers, email and commercial signals such as sales periods and seasonality.
The model separates demand that would exist anyway from demand each channel creates, and shows where saturation starts for each one.
Budget decisions no longer rely on platform reports, but on how much extra revenue the next euro brings in each channel.
We moved budget from channels near saturation to channels with headroom. The biggest shift was to Meta, which its own reports undervalued and which ended up delivering much more value.

## Results

- **Revenue** — More revenue, with budget in the channels that bring real sales.
- **Revenue per visit** — Each visit to the site brought on average 35% more revenue.
- **Orders** — More purchases from higher-quality traffic.
- **Meta revenue** — Revenue from Meta ads grew once budget moved where the model showed it would pay off.