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, 2022
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
Key Benefits of Mi.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
Testimonial
Mi.MMM solves key marketing challenges in today`s environment
Key Challenges in Marketing ROI Measurement
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 %?
Challenge
Missing Actionable Insights for Key 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…
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 %?
Challenge
- iOS 14+ changes
- 3rd party cookies deprecation
- Consumer moving between online and offline all the time
- 10+ internet connected devices per household on average
- Explosive growth of marketing tools each having their own reporting methodology to “prove” their value
- Decline in trackability making difficult to get reliable insights from Multi-Touch Attribution tools
Learn how Mi.MMM can help you solve these issues
Learn how MMM can help you solve these issues
Sample Mi.MMM Results
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.
Typical opportunity is 10-38 % of cost savings.
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 brand building 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 ingested automatically.
Market and competitor level data.
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,…).
Results and signals from Mi.MMM can be integrated with your bidding platforms and tools.
Cookieless & Privacy-Safe
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
Tiers & Pricing
Basic
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Suitable for medium-sized e-commerce and DTC companies investing in digital advertising only and selling through their web
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Weekly model + results updates
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Automated data onboarding for 6 most common digital channels
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Interactive budget optimizer
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Tableau, PowerBI or Looker studio dashboards available
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Support via email
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No IT needed for implementation
Plus
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Tailored MMM suitable for medium-sized and enterprise advertisers
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30+ digital channels integration + custom connectors
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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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Suitable for and ad hoc review of your current marketing effectiveness
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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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All in Plus and:
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Completely tailor-made models for your business
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Deployment to your infrastructure available
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Custom integration with your internal systems
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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).