Modern Marketing Mix Modelling

MMM demo results
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what is mmm

Understand What Drives your Business Results

  • What is the ROI of our marketing spend?
  • How can we optimize our media budget to deliver more profit?
  • Should we re-allocate brand vs performance spend?
  • Which channels can be scaled?
  • How do promotions impact our sales? Are they profitable?

Budget Optimizer - Channel Spend Optimization example

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  • What is the ROI of our marketing spend?
  • How can we optimize our media budget to deliver more profit?
  • Should we re-allocate from TV to Youtube?
  • Which channels can be scaled?
  • How do promotions impact our sales? Are they profitable?

Marketing Mix Modelling (MMM) is a solution to measure the ROI of marketing channels  and activities and to answer the questions above.

Time tested solution modernized by state-of-the-art AI/ML techniques. Widely viewed as the best way to get a holistic understanding of what works in your marketing mix.

Using advanced statistical modelling it enables advertisers to understand and quantify which activities actually drive incremental business results – be it investments into advertising channels like FB Ads, Google Ads, TikTok or TV, or other marketing + sales activities like promotions, pricing or free delivery. 

Use Budget Optimizer to find optimal channel spend levels for each channel, maximizing your sales or profit given the set budgets and constraints.

features

MMM solutions overview

Marketing ROI Optimization
Optimal channel budget allocation. Scenario / "What-if" planning. Automated monthly channel KPI planning
Holistics view of Marketing
Search, display, video, social, influencers, TV, OOH and others. Impact of events, external factors and competition.
Cookieless & Privacy-first
Privacy first measurement. No cookie or user-level data used. GDPR, CCPA, ePrivacy compliant by design.
Performance & Brand Measurement
Can measure upper funnel / branding campaigns equally well as low-funnel performance activities.
Web, app, Retail, Marketplaces
Measures impact of marketing on all your sales channels - online and offline.
Always On
Daily or weekly updates and model refreshes. Always make decisions with up-to-date data.
Incrementality & Validation
Model calibration by experiments for true incrementality. Continuous out-of-sample model qualty testing.
Automated data integration
Automated data integration of marketing, sales and external data. All done for you.
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Improved media ROI
  • Optimal channel budget allocation. Scenario / "What-if" planning. Automated monthly channel KPI planning.
Web, app, Retail, Marketplaces
  • Measure the impact of marketing on all your sales channels - online and offline.
Holistics view of Marketing
  • Performance and Brand. Online and offline. Impact of pricing, promotions, external factors and competition.
Always On
  • Weekly updates and model refreshes. Always make decisions with up-to-date data.
Cookieless & Privacy-first
  • Privacy first measurement. No cookie or user-level data used. GDPR, CCPA, ePrivacy compliant by design.
Incrementality & Validation
  • Model calibration by experiments for true incrementality. Continuous out-of-sample model quality testing.
AI powered
  • Combines AI methods with supervision by experienced human analysts and marketing experts.
Automated data integration
  • Automated data integration of marketing, sales and external data. All done for you.
testimonials

What our clients say

"We have been able to level up our marketing analytics working with Marketing Intelligence. In recent months, we have started using MMM to get a complete understanding of our marketing ROI across both online and offline channels and gain useful insights for marketing planning and management."
Jaroslav Slavičický
Head of Digital Marketing

from € 900

monthly

GROWTH

  • Tailored continuous MMM suitable for medium-sized and enterprise advertisers
  • Web app interface + reports in Tableau, PowerBI or Looker Studio
  • Daily or weekly model updates
  • 30+ digital channels integration + custom connectors available
  • 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
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ONE-TIME ANALYSIS

  • No commitment
  • Suitable for and ad hoc review of your current marketing effectiveness or as a pilot MMM solution
  • 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
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ENTERPRISE

  • Suitable for advertisers with complex brand portfolio or with specific infrastructure or security requirements
  • Completely tailor-made models for your business
  • Deployment to your infrastructure possible
  • None of your data is transferred to a 3rd party
  • Custom integration with your internal or 3rd party systems
  • Full knowhow transfer to your internal teams so you can change and develop further models internally
  • Dedicated Customer Success Manager and Analyst
  • Enterprise-level SLA
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plans

MMM solution plans

MMM Starter

For digital-only brands investing 300-1000k EUR a year into marketing
from EUR 5000
  • Ideal for smaller and scaling digital brands that want to try & test MMM for the first time
  • One-time MMM analysis + optional model updates (monthly / quarterly /...)
  • Ideal for measuring the true value of channels that are often underrepresented in attribution (Meta, Tiktok, Snapchat, Youtube,...)
  • Ideal for addressing tracking + attribution issues (missing data in web analytics, missing consents, (not set) issues etc)
  • Online (web/app) sales only
  • Online paid media only
  • Interactive budget optimizer
  • Up to 8 channels measured
  • Delivery in 3 weeks
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MMM Pro

Complex MMM solution for larger and/or more sophisticated advertisers
Ask for a quote
  • Full-featured MMM solution incl. channel synergies
  • Option for an always-on solution with weekly or monthly data updates
  • Online (web/app/marketplaces) and offline sales or other KPIs
  • Online media, offline media, custom channel taxonomy
  • Non-media demand factors (pricing, promotions, competitor activity,...)
  • Long term effects of branding
  • Interactive budget optimizer - revenue, ROI, profit, customer LTV
  • Marketing Effectiveness Index - comparing your business with industry and peer benchmarks
  • Flexible, no annual contracts needed
  • Comprehensive consulting + training support
  • Delivery in 12-15 weeks
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MMM Open source

For brands that want to build inhouse MMM solution and measurement capabilities
Ask for a quote
  • Ideal for advertisers who want to own their measurement stack and/or have specific needs
  • Solution built on state-of-the-art open source libraries (Meridian, Robyn, PyMC)
  • Completely custom-made solution for your business
  • Deployment to your infrastructure
  • None of your data is transferred to 3rd parties
  • No monthly fees / subscriptions
  • Custom integration with your internal or 3rd party systems
  • Full know-how transfer to your team so you can maintain and develop the solution further
  • Setting up the necessary processes and best practices in your teams to fully benefit from MMM
  • Comprehensive training for your team
CONTACT SALES
QUIZ

Is MMM suitable for you?

Check out our guide or take a quiz below

MMM Quiz

Let's find out if your business is suitable for Marketing Mix Modelling.

faq

More about MMM

What does the implementation look like?

The initial implementation usually takes a 4-16 weeks (depending on project complexity) and consists of:
1. MMM use case + project brief – understanding your measurement challenges, questions and expectactions from MMM
2. Data collection and quality assessment
3. Model development including multiple feedback iterations with the client
4. Production model deployment, budget scenario modelling
5. Handover and training
Your team needs to be involved throughout the process – for project success it is necessary that you allocate enough internal capacity.

Is our brand suitable for MMM?

If you have a history of at least 2 years and use at least 3-4 marketing channels and you spend at least cca 500k EUR per year on marketing then it is likely you can benefit from MMM. For smaller brands it is technically possible to build MMM too but in our experience it is usually an overkill for their needs and focusing on implementing incrementality tests and experiments is usually better fit (and also a great stepping stone for future MMM).

What data do I need for MMM?

Typically you will need at least 2 years of daily or weekly total sales (or similar business KPI – eg number of new users etc) and daily or weekly data on media (costs, impressions, GRPs). In some cases a shorter history may be sufficient – feel free to reach out to us to discuss

Do you provide MMM training?

Yes, we provide comprehensive training on both the technical and business aspects on MMM, other measurement techniques and how they all fit together.

We want to build inhouse MMM. Can you help us?

Yes, we also help internal teams to learn MMM and develop inhouse solution. The cooperation scope can be from training (both business and technical/data science) to augmenting your team, delivering a fully custom solution to long-term cooperation on model maintenance and development.

Extended MMM FAQ for Marketers

For more questions and answers, please consult our MMM FAQ for Marketers

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