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Measurement & Marketing Mix Modeling
The short answer
Marketing measurement combines analytics architecture, experiments and statistical models to show what marketing actually contributes to revenue. Marketing mix modeling (MMM) estimates the effect of each channel and of seasonality on sales using aggregate data, which makes it resilient to cookie loss and privacy limits.
Who it’s for
Marketing and finance leaders who need credible answers to “what is working?” and “where should the next dollar go?”, especially as user-level tracking becomes less reliable.
Problems we solve
- Channel reports that each claim the same conversion
- Last-click attribution that over-credits the bottom of the funnel
- Broken or inconsistent tracking and naming conventions
- Budget decisions made without incrementality evidence
What you get
- Measurement framework tied to business outcomes
- Tracking, tagging and UTM standards with a clean analytics setup
- Marketing mix model on your data with channel contribution and response curves
- Experiment design for incrementality tests
- Dashboards and a budget-allocation recommendation
How we work
- 01Agree the questions and the decisions the numbers must support
- 02Fix data collection and naming
- 03Build and validate the model, then compare to experiments
- 04Hand over a repeatable measurement routine
Frequently asked questions
What is marketing mix modeling?
Marketing mix modeling is a statistical method that uses historical spend, sales and external factors to estimate how much each marketing channel contributes to results. It works on aggregate data, so it does not depend on individual-level tracking.
How much data do you need for MMM?
Typically at least two years of weekly spend and outcome data across channels, with enough variation in spend to see effects. We assess your data first and tell you honestly if a model is premature.
MMM or multi-touch attribution?
They answer different questions. Attribution explains the customer path; MMM estimates incremental contribution and supports budget decisions. Strong programs triangulate with both, plus experiments.
Want to talk it through?
A short call with a principal. We reply within one business day.