What is Marketing mix modeling (or MMM)?

MMM analyses sales and marketing data to estimate the impact of various marketing activities on sales. Companies utilise this approach to gauge the success of their marketing initiatives and forecast how future campaigns might influence revenue generation.

1. Measuring marketing effectiveness
2. Predicting the impact of future campaigns
3. Optimising marketing spend

Key Components:

• Marketing Mix: This encompasses all marketing channels a company utilises, from traditional advertising to social media and promotions.
• Modelling: MMM employs statistical models, primarily regression analysis, to quantify each marketing channel’s influence on sales.

Benefits of MMM:

1. Effectiveness Measurement: MMM helps identify which marketing channels drive the most sales and deliver the best return on investment (ROI).
2. Spend Optimisation: By understanding channel performance, businesses can allocate their marketing budget more efficiently.
3. Future Forecasting: MMM enables companies to predict the impact of future marketing campaigns based on historical performance.

Rethinking last-click attribution with MMM allows businesses to move beyond simplistic measurements. For instance, if you’re questioning the value of a recent billboard campaign, MMM provides the analytical tools to assess its true impact within the broader marketing mix.

By adopting MMM, companies can gain a more nuanced understanding of their marketing efforts, leading to more informed decisions and improved overall marketing performance.