sales & Marketing Mix modelling
measure and manage impact from your marketing
Sales and marketing activities are significant ongoing investments that are complex to measure. We have over 20 years of experience working with Marketing Mix Modeling and Optimization. Our solution assists marketing managers, CMOs, and other leaders with marketing and revenue responsibilities in understanding and measuring the additional value of marketing. Marketing mix optimization projects provide data-driven recommendations that significantly improve marketing ROI.
INCREASE MARKETING IMPACT WITH +20%
measure the effectiveness of your advertising investments without using cookies!
Since GDPR was implemented, it has become increasingly challenging year by year to track users' digital journeys. One consequence has been that a growing portion of digital marketing investments are affected by "data privacy," making it harder or nearly impossible to measure and document the full media-generated effect and ROI.
With the decision to phase out third-party cookies, it is evident that this trend will continue, and our digital tools will increasingly encounter limitations that hinder accurate performance measurement.
Furthermore, there are still well-known challenges with the 'Last-click' approach, which attributes a disproportionately large portion of the effect to search engines, often being the last activity the customer engages in before making a purchase.
The solution is Marketing Mix Modeling (MMM), which, independent of cookies, Google Analytics, or Meta Business Manager, provides clear answers regarding which of the company's activities impact sales and by how much. When sales effectiveness is compared to the company's earnings per sale, the CMO, CFO, and CEO have a transparent solution to maximize the marketing department's contribution to the company's sales and earnings.
The 5 most important reasons to prioritize Marketing Mix Modeling are:
First-party data
Provides a structured process for using your marketing datas.
1
Fair evaluation
Measures the holistic impact of all your media channels.
2
Causal explanation
What were the reasons behind your sales results? All events and activities are described.
3
Optimal media strategy
Your media strategy is optimized, leading to increased media-generated profit.
4
Forecast
You receive a forecast that looks at what you are doing, not just what you have done.