The Sears Canada Ad Effect system encompasses a data warehouse, models, and web-based delivery system. To measure short-term promotion response, Marketing Analytics used granular baseline and lift models. The effects of longer-term drivers such as brand advertising were quantified with marketing mix models. In addition to direct effects, these models captured promotional and advertising cross-sell. Formal optimizations were run that combined models with financial inputs and business rules. Successful implementation has led to improved margin and marketing ROI.