A note from Alex Tait, our Founder
A vastly underappreciated and underestimated benefit to Marketing Mix Modelling is how it can encourage cross-team collaboration unlike any other marketing measurement method.
From my own client-side experience and across multiple client projects we are working on at the moment I’m struck by how much it can affect positive cultural change and cross-team collaboration.
That’s a point I’ve not seen talked about much. Maybe that’s the client-side marketing perspective we bring to how projects are set up or how stakeholders are engaged with. As part of the latter bringing finance into the tent from the start can really help act as some of the connective tissue to cut across silos.
I’ve kept seeing recently how MMM, when embedded properly, can become a shared decision-making tool. One that helps relevant internal teams align on where to invest and why (you could replace the teams in the diagram below to ones relevant for your business).
We’ve seen it shift the conversation inside organisations:
- From defending spend… to agreeing on how to incrementally grow the business overall.
- From siloed reports and dashboards … to shared accountability
- From channel-level tactics… to full-funnel strategy
- From “I think”… to “we know” (or at least a much, much more accurate view of reality when triangulated with a structured testing programme and in platform reporting).
It can create a common language between teams that often operate in different worlds. It makes planning more collaborative, budget setting more confident, and conversations with the CFO far more productive.
MMM should never live in a very long, over engineered slide deck that gets opened once or twice a year. Done right, dare I say it, I’ve seen it become part of the heartbeat of the planning cycle.
But if that doesn’t feel like how your measurement programme is working in your organisation feel free to get in touch.
