Marketing
Mix Modelling FAQs
We’ve answered some of the most common questions about MMM below, so you can decide whether it’s the right approach for you and your business
What is Marketing Mix Modelling?
Marketing Mix Modelling (MMM) is a statistical approach that helps businesses understand how different marketing and non-marketing factors impact sales or other key outcomes. It looks at historical data to quantify the contribution of each channel to business performance. For example, TV, social media, paid search, or pricing. This helps identify where to prioritise effort and resources.
What does Marketing Mix Modelling show?
MMM shows the return on investment (ROI) from each marketing activity by isolating their impact on sales or other KPIs. It also accounts for external influences like seasonality, promotions, or competitor actions. The output is a data-driven view of what’s driving results, and where to focus spend.
Why would a business use MMM?
Businesses use MMM to make smarter investment decisions, reduce waste, and drive better performance from their marketing. It provides clear evidence of what’s working across both online and offline channels. This makes it especially valuable when budgets are under scrutiny or spread across a complex mix of media.
How is MMM different from digital attribution?
Unlike digital attribution, which tracks user-level journeys mostly online, MMM works at an aggregate level using broader data – including offline media, promotions, and pricing, so it offers a more complete view. Marketing Mix Modelling is also better suited to long-term strategic decisions, while attribution is typically focused on short-term digital optimisation. MMM isn’t reliant on cookies, tracking, or PII meaning it is a great solution for holistic marketing measurement in an increasingly privacy conscious world.
Can MMM show which marketing channels are working best?
Yes, MMM identifies the effectiveness and ROI of each channel in driving sales or other outcomes. It quantifies the value delivered by each part of the marketing mix – whether that’s TV, social, search, or anything else. This helps you understand which activities are truly paying off.
Can Marketing Mix Modelling help me decide where to spend my budget?
Absolutely. MMM doesn’t just show what worked, it also helps you simulate different spend scenarios to see where your next pound or dollar will go furthest. This means you can plan future budgets with greater confidence and impact.
How often should I run MMM?
We recommend updating your model at least once or twice a year, depending on how often your media strategy or market conditions change. Regular refreshes help keep the findings relevant and actionable. Some businesses also run lighter-touch updates quarterly to inform ongoing budget decisions.
What kind of data do I need to run Marketing Mix Modelling?
You’ll need marketing spend or reach data across all channels, plus business outcome data – such as sales, leads, or conversions. It’s also helpful to include external factors like pricing, promotions, seasonality, and macroeconomic indicators. The better the data quality, the stronger the insights.
How much data do I need to run MMM?
MMM typically requires at least two years of weekly data to capture enough variation and seasonality. That said, we can sometimes work with less depending on your goals and the stability of your marketing activity. More data generally means more robust results.
Do I need an analytics or data science team to do MMM?
No in-house analytics or data team is required – we handle the modelling, analysis, and interpretation. However, your internal teams may be involved in helping gather data and ultimately applying the insights. We also work collaboratively to ensure the findings land well and drive real change.
How much input is needed from my team?
At the start, we’ll need your help accessing and understanding your data. Once that’s in place, we minimise your time commitment, with regular check-ins to align on assumptions and priorities. We aim to make the process as light-touch and efficient as possible for your team.
How long does it take to build a Marketing Mix Model?
Once data is in good shape, for streamlined scopes most MMM projects take 2–4 weeks from start to final presentation. More complex models may take 6+ weeks but we always provide a clear project plan up front, with milestones to keep things moving.
