ROMI modelling boosts more than 20% additional sales for Helsinki Region Transport
Summary of the CASE AND RESULTS OF THE HSL ROMI MEASUREMENT
Helsinki Region Transport wanted to know how much sales the media investments generate. What part of the sales is baseline sales and how much additional sales does marketing bring. How are the sales effects visible in the short and long term? The answers were obtained with ROMI modelling, which provided a solid foundation for data-driven marketing.
Dagmar carried out econometric modelling for Helsinki Region Transport using 24 months of sales and media data and various control variables in early 2025. Econometric modelling was repeated the following year, in early 2026.
The modelling distinguished between the short-term and long-term effects of the media on additional sales.
Based on the results of the modelling carried out in 2025, Dagmar’s and HSL’s marketing team worked together to optimise the timing of campaigns, channel choices and budget allocations.
More sales with the same investment
According to the modelling, optimized media investments generated significant additional sales. Already in a year, upselling increased by more than 20% as a combined effect of short- and long-term. The impact of media advertising on total sales increased by +36%, and the same investment generated more sales than before.
The results of the 2026 ROMI modelling will now also be used in the construction of scenarios. The goal is to find the optimal level of investment and maximize sales.
ROMI modelling supports development work
ROMI modelling is a continuous process: each update sharpens the understanding of the direction in which media investments should be optimized.
The modelling gave us concrete tools to plan and scenario different campaign outputs and entities as well as the allocation of investments.
ROMI modeling also made visible the impact of marketing measures.
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