Marketing
Mix Modelling
Increase your profit by understanding the true ROI of your advertising
What is Marketing Mix Modelling (MMM)?
Marketing Mix Modelling is an advanced statistical technique that attributes your revenue back to internal and external factors – including online and offline advertising, plus external factors out of your control like seasonality and consumer confidence.
MMM isn’t subject to many of the same short comings as digital attribution, as it does not rely on digital tracking or Personally Identifiable Information (PII). It will also give you an “apple for apples” comparison across different drivers of your business and including offline and digital media channels.
Thanks to advances in technology, MMM is quicker and more cost effective than ever, so more and more brands are using it alongside their digital attribution to get the best picture of what really drives their business. There are two examples of output from an Entropy MMM study below.
How are we different?
Independence
Entropy is self-owned, totally agnostic, and here to work as a trusted advisor to help you grow your business profitably.
Great value for money
We’ve low overheads, so can offer a much higher level of senior consultancy and day-to-day support at a lower cost than larger providers. This is important to really land the work. We will usually run a feasibility stage to any engagement, after which you can decide if you want to take the project further. This reduces the risk to you and means you can assess the initial outputs for a relatively small fee.
We have a unique hybrid business consultancy and MMM model
The diverse client-side, agency and data science experience in our team means we can get to grips with your business quickly. Our team has client-side experience from the likes of Argos, Unilever, Kellogg’s, American Express, Bupa and DTC brands that complements that of our econometricians to translate insights into clear and easy to understand recommendations to board level.
We are leading innovation in the MMM industry.
To give our clients a competitive advantage we pioneer solutions to measurement challenges.
For example, our new econometric solution Dynamic Marketing Mix Modelling (DMMM) is significantly faster and cheaper than traditional MMM techniques. It has been designed with digital and eCommerce focussed businesses in mind.
We’ve led the reinvention of MMM for Out-of-Home media. Read the summary of our ground-breaking project ‘Maximising the impact of OOH’, which is changing how the entire OOH industry executes MMM.
How are we different?
We are leading innovation in the MMM industry.
To give our clients a competitive advantage we pioneer solutions to measurement challenges.
For example, our new econometric solution Dynamic Marketing Mix Modelling (DMMM) is significantly faster and cheaper than traditional MMM techniques. It has been designed with digital and eCommerce focussed businesses in mind.
We’ve led the reinvention of MMM for Out-of-Home media. Read the summary of our ground-breaking project ‘Maximising the impact of OOH’, which is changing how the entire OOH industry executes MMM.
We have a unique hybrid business consultancy and MMM model
The diverse client-side, agency and data science experience in our team means we can get to grips with your business quickly. Our team has client-side experience from the likes of Argos, Unilever, Kellogg’s, American Express, Bupa and DTC brands that complements that of our econometricians to translate insights into clear and easy to understand recommendations to board level.
Independence
Entropy is self-owned, totally agnostic, and here to work as a trusted advisor to help you grow your business profitably.
Great value for money
We’ve low overheads, so can offer a much higher level of senior consultancy and day-to-day support at a lower cost than larger providers. This is important to really land the work. We will usually run a feasibility stage to any engagement, after which you can decide if you want to take the project further. This reduces the risk to you and means you can assess the initial outputs for a relatively small fee.
MMM Case Studies
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