Mi.MMM -Marketing Mix Modelling

What is MMM?

Understanding what your demand drivers are

Marketing Mix Modelling (MMM) is a product to measure ROI of marketing channels and activities, understand the saturation of each channel and optimize marketing effectiveness through better allocation of your budget across channels. It enables advertisers understand which activities actually drive business results and to what extent they are scalable.  
 
Mi.MMM is a cloud-based marketing mix modelling solution.

“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

Snímek obrazovky 2023-07-21 v 19.54.49

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

300 monthly
  • Suitable for medium-sized e-commerce and DTC companies investing in digital advertising only and selling through their web
  • Weekly model + results updates
  • Automated data onboarding for 6 most common digital channels
  • Interactive budget optimizer
  • Tableau, PowerBI or Looker studio dashboards available
  • Support via email
  • No IT needed for implementation

Plus

Ask for a quote
  • Tailored MMM suitable for medium-sized and enterprise advertisers
  • 30+ digital channels integration + custom connectors
  • Offline media channels
  • Multiple sales channels (web/app, retail, marketplaces,...)
  • Pricing and discounting effects modelled
  • External factors (competition, weather, inflation etc)
  • Nested models for better understanding of long-term vs performance channels
  • Profit vs Sales Growth trade-off modelling
  • Dedicated Customer Success Manager
BEsT value

One-time analysis

Ask for a quote
  • Suitable for and ad hoc review of your current marketing effectiveness
  • One-time MMM analysis for a selected period
  • Multiple budget optimization scenarios
  • Comprehensive analysis and recommendations for your marketing team
  • Workshop to discuss results
  • Online dashboard with results

Enterprise

Ask for a quote
  • Suitable for advertisers with complex brand portfolio or with specific infrastructure or security requirements
  • All in Plus and:
  • Completely tailor-made models for your business
  • Deployment to your infrastructure available
  • Custom integration with your internal systems
  • Dedicated Customer Success Manager and Analyst
  • 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).