What is MMM?
Understanding what your demand drivers are
“Best-in-class Marketing Mix Modeling, driven by advanced machine learning, utilizes fast moving and granular optimizations to improve marketing ROI by 14%-38%.“
Accenture Research: Growth through Privacy-First Measurement White paper, 2022
Any of these sound familiar?
Key Benefits of MMM in a Nutshell
Budget Optimization
Optimal channel budget allocation, automated monthly channel KPI planning
Cookieless Approach
Privacy first measurement. No cookie or user-level data needed.
Covers Online and Offline Channels
Search, display, video, social, influencers, CTV, TV, OOH and others. Impact on both online and offline sales.
Long-term Effects
Can measure advertising impact on sales for months after the campaign
How much sales (online and offline) did each media channel drive?
How would sales be impacted if I made "X" change to my marketing plan?
How should I allocate budget by channel in order to maximize my KPIs?
What is the optimal level of spend for each marketing channel?
Can I trust my attribution solution when 20-50% users are not tracked?
Where should I reduce spend if I needed to cut my marketing budget by X %?
How much incremental revenue do trade and promotional activities drive?
How does my measurement account for offline media and activities?
Find out whether MMM is suitable for your business and what you can expect of it...
- Find out whether your business can benefit from MMM (not all do)
- Assess what the opportunity is - this depends on your channel structure, conversion cycle and volume of media spend among other things
- Find out what a typical successful MMM project looks like - also in terms of time and effort on your side
- Discuss any questions or concerns around MMM and marketing measurement
- Get access to a demo solution
Key Benefits of MMM in a Nutshell
Marketing ROI
Optimization
Optimal channel budget allocation, automated monthly channel KPI planning
Cookieless
Approach
Privacy first measurement. No cookie or user-level data needed.
Covers Online and Offline Channels
Search, display, video, social, influencers, CTV, TV, OOH and others. Impact on both online and offline sales.
Long-term
Effects
Can measure advertising impact on sales for months after the campaign - ideal for upper funnel measurement
Testimonial
Challenge 1
Missing Actionable Insights for Key Marketing Questions
Despite having reports and “analytics” in every possible tool, marketing and revenue executives still don’t get the actionable insights and answers they need:
How much sales (online and offline) did each media channel drive?
How would sales be impacted if I made "X" change to my marketing plan?
How much incremental revenue do trade and promotional activities drive?
How should I allocate budget by channel in order to maximize my KPIs?
What is the optimal level of spend for each marketing channel?
Where should the dollars come from if I needed to cut my marketing budget by X %?
Learn how MMM can help you solve these issues
Identify Opportunities for Profitable Growth or Cost Savings
Optimal vs actual levels of spend and ROI by channels
Creating budget optimization scenarios
Key features
Budget Optimizer
Find the best allocation of marketing budget among all channels to achieve best possible revenue.
Clear recommendations where you should increase / descrease spend and by how much.
Use this feature for automated monthly KPI setting for all channels.
Understanding incrementality
Identify true incremental effect on revenue (or profit or app installs or new customer acquisition…).
Mi.MMM can be calibrated using marketing tests and experiments for ground truth.
Identify and measure long term effect of upper funnel marketing or other non-performance marketing activities.
Planning And Scenario Modelling
Model various scenarios “what would happen if I change investment in channel X by Y” using intuitive UI.
Try different constraints such as “Investment into TV can increase by 20% maximum over last year” and find best budget allocation given those constraints.
Incorporate expected changes in media prices.
Automated data Integration
Online media data, offline media data, external signals like weather etc – all can be integrated automatically.
Continuous Insights
Daily or weekly updated model results and insights available to you through UI and integration to leading BI tools (Tableau, PowerBI, Google Data Studio,…).
Cookieless & Privacy-first
No need for user-level data or cookies-based data.
Privacy-first solution.
Get a Free Introduction Report about MMM and its Key Features
Get a Free Introduction Report about MMM and its Key Features
Plans
Growth
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Tailored continuous MMM suitable for medium-sized and enterprise advertisers
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Web app interface + reports in Tableau, PowerBI or Looker Studio
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Daily or weekly model updates
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30+ digital channels integration + custom connectors available
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Offline media channels
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Multiple sales channels (web/app, retail, marketplaces,...)
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Pricing and discounting effects modelled
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External factors (competition, weather, inflation etc)
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Nested models for better understanding of long-term vs performance channels
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Profit vs Sales Growth trade-off modelling
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Dedicated Customer Success Manager
One-time analysis
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No commitment
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Suitable for and ad hoc review of your current marketing effectiveness or as a pilot MMM solution
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One-time MMM analysis for a selected period
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Multiple budget optimization scenarios
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Comprehensive analysis and recommendations for your marketing team
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Workshop to discuss results
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Online dashboard with results
Enterprise
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Suitable for advertisers with complex brand portfolio or with specific infrastructure or security requirements
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Completely tailor-made models for your business
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Deployment to your infrastructure possible
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None of your data is transferred to a 3rd party
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Custom integration with your internal or 3rd party systems
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Full knowhow transfer to your internal teams so you can change and develop further models internally
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Dedicated Customer Success Manager and Analyst
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Enterprise-level SLA
Resources
Marketing Mix Modelling and Attribution Modelling have the same basic goal: measure the business impact of marketing channels and find out how to allocate marketing budget between channels in order to achieve the best possible results. The key difference between the two methods is that MMM analyzes effectiveness of marketing budget distribution from a top-down perspective, while attribution models are calculated at the level of a specific user (bottom-up approach).
Resources
Marketing Mix Modelling and Attribution Modelling have the same basic goal: measure the business impact of marketing channels and find out how to allocate marketing budget between channels in order to achieve the best possible results. The key difference between the two methods is that MMM analyzes effectiveness of marketing budget distribution from a top-down perspective, while attribution models are calculated at the level of a specific user (bottom-up approach).