Marketing Mix Modelling (econometrics) consultancy
We’ll work with you to develop the right capability, processes and KPIs to ensure that you maximise your revenue, profit and ROI.
What is Marketing Mix Modelling (MMM)?
Marketing mix modelling (also known as MMM or econometrics) is a set of statistical analysis techniques applied to marketing or sales data to estimate the impact of various marketing activities. It will often be used to optimise the advertising mix and promotional tactics to increase ROI or incremental revenue.
The benefits for your organisation should be weighed against the costs but the fact of the matter is that in our experience many brands are missing out on a significant opportunity to maximise their ROI and incremental turnover by not conducting MMM.
We will work with you directly or alongside your MMM supplier to ensure that you measure all media correctly to give you as clear a picture as possible of how to optimise your spend.
It’s faster.
It’s cheaper.
It’s designed specifically for digitally or digital commerce focussed brands.
It’s Dynamic MMM.
If you are a digital focussed business we’ve developed an MMM methodology that is typically a third of the price of MMM you may have come across from other providers. We can also have your model up and running significantly quicker – in a few weeks rather than the several months that is standard with MMM.
With factors including cookies being phased out and iOS privacy changes significantly affecting the measurement landscape MMM is often a powerful tool to drive profitable growth. Watch above as DTC brand Percival menswear discuss their experience of using it with us, and get in touch if you want to find out more.
Marketing mix modelling services
We can work with you to ensure that you have advanced econometric models that can disaggregate and quantify all key drivers of historic sales including:
ATL Advertising
TV, VOD, OOH, Press, Radio, Cinema, Digital (Online Video, Display, Programmatic, Mobile, Search SEM / SEO, Social, Influencers) and PR.
BTL Advertising
Coupons, Sampling, Door Drops, In-Store Media, Direct Marketing (Mails/Emails), Affiliates and On / In Pack Promotions.
In-Store Promotions
Promotional Mechanics/Offers, Special Packs and On / Off Shelf Display Support.
Pricing
Own price, competitor price, price relative to competitors and crossing of price thresholds.
Distribution
Changes in breadth and depth of distribution, facings, shelf position, new product launches and de-listings.
Other non-controllable factors
Competition, category trends, seasonality, holidays, weather, economy, national events and out of stocks.
Econometric model outputs provide clients with huge benefits including:
A detailed understanding of the key drivers of business performance to date and the relative contribution of each one.
