The Radical Reset: Proving Strategy Through Econometrics

Client: Royal Caribbean

To address an over-reliance on lower-funnel Paid Search, Royal Caribbean implemented the "Radical Reset" strategy, shifting media investment toward upper-funnel brand building. Faced with the absence of budget and time for traditional Media Mix Modelling (MMM), the team developed a robust econometric framework using Counterfactual Modelling to validate the shift through a quasi-experimental design.