Optimize your Marketing ROI and Cost Efficiency. In a Cookieless World.

Marketing Mix Modelling

Introduction to MMM

Understand the Real Impact of your Marketing Activities on Sales

Marketing Mix Modelling (MMM) is statistical modelling technique to quantify the relationship between channel marketing investments (and media exposure – impressions, GRPs,…) and their effect on sales, or even other target metrics such as user acquisition or app installs. 

MMM is a solution for marketing managers, CMOs and other executives with marketing and revenue responsibility to understand and measure the impact of marketing and to optimize budget allocation in order to  improve their marketing ROI.

Key Benefits of MMM in a Nutshell

Budget Optimization

MMM shows the optimal budget allocation

Cookieless Approach

No cookie dependent input data needed

Covers Online and Offline Channels

Long-term Effects

Measures long-term effects on advertising

Key Benefits of MMM in a Nutshell

Budget
Optimization

MMM shows the optimal budget allocation

Cookieless
Approach

No cookie dependent input data needed

Covers Online and Offline Channels

Not only digital but TV, print and other offline channels as well

Long-term
Effects

Measures long-term effects on advertising

What MMM Solves

Key Challanges in Measurement & Marketing Cost Efficiency

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 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:

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 2

Measuring and Optimizing ROI Is Becoming More Difficult

  • 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 MMM can help you solve these issues

Learn how MMM can help you solve these issues

Sample MMM Results

Identify Hidden Opportunities for Growth or Cost Savings

Optimal vs actual levels of spend and ROI by channels

Revenue contribution according to the mix of individual marketing channels. Relationship between weekly cost and generated revenue

 

Features

Automated MMM Solution Based on Machine Learning

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 8-15% of cost savings.

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 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.

How Much Does it Cost

Pricing

MMM One-time

1599
  • One time MMM analysis
  • Data preparation and assessment
  • Comprehensive output with recommendations on marketing spend optimization
  • Executive summary for CMO
  • Workshop with our consultants to discuss results

MMM Basic

349 monthly
  • Automated MMM, daily updates
  • Budget optimizer
  • Tableau, PowerBI or Google Data Studio visualizations
  • Continuous insights and daily results update
  • 1 running model
  • Automated data ingestion + preparation
  • No long-term commitment
  • Support via email
  • No IT needed for implementation
Popular

MMM Enterprise

Ask for a quote
  • Everything in MMM Basic plus:
  • Scenario modelling
  • Unlimited models
  • Dedicated consultant / analyst
  • Regular insights and recommendations for your marketing team
  • No IT needed for implementation
  • Internal team training
  • 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).