Media Mix Modeling (MMM)
Our media mix modeling offering allows you to determine how your media investments impacted your marketplace results without the reliance on directly attributable data (e.g. cookie-based hit data). This is a future-focused practice that allows you to optimize your media spend across channels and tactics, along with learning more about the efficiencies of your campaigns.
Benefits
01
Future Framework for
Smarter Investment
Determine optimal spend allocation for your media channels
02
Carefully Constructed
Top-Down Approach
Provide media activity level performance to shape decision- making process (marketing contribution, average ROI/ marginal ROI)
03
Strengthen Brand Growth
Develop a test and learn experiment to drive higher ROI within tactics
How It Works
01
Data Collection
MMM incorporates a set of control variables:
- Internal business variables: promotions, flash deal, events, product launches
- External and non-business variables: Competitive media, organic search / organic social, web visits, economic factors, calendar, weather.
02
Modeling
An Advanced Regression Analysis Technique is used to extract trends, direct vs in-direct impact between marketing channels, predict future marketing channels, and changes to budget.
03
Output
Marketing Due-To
Understand the percentage of sales driven by marketing.
Average ROI
Dollars received in return for each dollar invested in marketing
Marginal ROI
Incremental dollars received for the next dollar invested in marketing
Optimization Scenarios
Informs where marketing budget is re-allocated among channels