Market mix modelling
The gold standard of advertising measurement. Understand the impact of all your marketing activities on sales and other KPIs, optimise the media mix and improve your ROI.
Market mix modelling (MMM) is the technique trusted by the world's biggest advertisers to measure their campaigns. Models explain the contribution of all variables, from price to distribution, creative, media mix, competitor activity and the economy, giving marketers the insight they need to move the dial.
Our process for modelling is rigorous, covering model specification, data collection, estimation, validation, insight generation and optimisation. Models are built based on statistical regression analysis, which establishes the relationships between marketing inputs and business outcomes.
Whether you need to know the precise contribution of each advertising channel to your bottom line, or want to optimise your marketing across all four of the big Ps (product, price, place, promotion), - MMM is the tool for you.
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Our clients
Alcumus - SafeContractor
Paid Search
Driving leads using paid search
Revlon
YouTube / BVOD / Paid Social
Driving sales for retailers across the UK and Germany...
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FAQs
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Marketing Mix Modelling (MMM) is a statistical analysis technique used to measure the impact of various marketing activities (such as TV ads, digital campaigns, promotions, and pricing) on sales or other key performance metrics. It helps businesses allocate budgets efficiently by identifying which channels drive the most value.
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MMM uses historical data and advanced statistical methods (such as regression analysis) to quantify the contribution of different marketing tactics to business outcomes. It accounts for external factors like seasonality, economic conditions, and competitor activities to provide a holistic view of marketing effectiveness.
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- Identifies the most effective marketing channels.
- Helps optimize budget allocation across different media and campaigns.
- Measures both short-term and long-term impact of marketing activities.
- Provides insights into external factors affecting sales, such as competitor actions or economic trends.
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MMM typically requires:
- Marketing spend data (e.g., TV, digital, social media, print, out-of-home, etc.)
- Sales or revenue data (daily, weekly, or monthly)
- External factors (e.g., seasonality, economic indicators, competitive activity)
- Promotional activities (e.g., discounts, special offers)
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MMM focuses on long-term, aggregate-level insights across all marketing channels, making it useful for strategic planning. Multi-Touch Attribution (MTA), on the other hand, analyses individual user journeys in digital marketing and is more suited for short-term performance tracking. MMM is ideal for businesses with both online and offline marketing efforts, while MTA is often used for digital-only campaigns.
To get started you can call 01598 760700
or email [email protected]
