Marketing Mix Modelling & Optimisation
Measure and manage impact from your marketing
Sales and Marketing activities are large ongoing investments that are complicated to measure.
We have more than 20 years of experience in working with Marketing Mix Modelling and Optimisation. Our solution assists marketing managers, CMOs and other C-level executives with marketing and revenue responsibility to understand and measure the incremental value of marketing.
Marketing Mix Optimisation projects deliver fact-based and data-driven recommendations that significantly improve marketing ROAS.
Using Marketing Mix Modelling can increase your marketing impact by
+25%How we define Marketing Mix Modelling (MMM)
Marketing Mix Modelling
A data-based statistical and mathematical approach designed to generate maximum insight and value across both marketing and broader business activities.
Marketing Mix Modelling evaluates the effectiveness of your advertising investments without using cookies
Since GDPR was implemented, it has become increasingly challenging to track users' digital journeys. A growing portion of digital marketing investments are affected by data privacy regulations, 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, this trend will continue and our digital tools will increasingly encounter limitations that hinder accurate performance measurement.
Furthermore, the well-known 'Last-click' bias 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 Modelling (MMM), which – independent of cookies, Google Analytics, or Meta Business Manager – provides clear answers regarding which 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 maximise the marketing department's contribution to the company's sales and earnings.
Cookie-Based Tracking
- Third-party cookies phased out
- GDPR compliance increasingly complex
- Last-click bias to search engines
Marketing Mix Modelling
- Cookie-independent measurement
- Holistic channel evaluation
- Transparent ROI for CMO, CFO & CEO
- Unbiased and platform-agnostic
The 5 most important reasons to prioritise Marketing Mix Modelling
Fair evaluation
Measures the holistic impact of all your media channels.
First-party data
Provides a structured process for using your marketing data.
Optimal media strategy
Your media strategy is optimized, leading to increased media-generated profit.
Causal explanation
What were the reasons behind your sales results? All events and activities are described.
Forecast
You receive a forecast that looks at what you are doing, not just what you have done.
Why is Marketing Mix Modelling necessary?
Get the latest update on the concept of Marketing Mix Modelling and insights on why MMM is necessary for your business.
MMM answers:
- What is your company's optimal marketing budget?
- How to measure the media effectiveness and ROI without cookies?
- How to make a fair evaluation of all your different marketing activities?
- What is needed to make robust sales and business forecasts?
Download our MMM White Paper and find out
Let's Start a Conversation
Have a question or want to discuss how we can help your business? We'd love to hear from you.