The Entropy MMM data standard

OOH almost always isn’t measured correctly in MMM models


Working with all the participants of the OOH industry (including MMM agencies, media owners, Outsmart and ISBA) we’ve conducted the most comprehensive study into OOH measurement to date.

Two central findings from our project are:

  • When OOH is measured correctly it will likely perform better in MMM models
  • By measuring OOH correctly you’ll be able to optimise your plans to further increase OOH effectiveness


We’ve also put together a checklist summarising some other key actions you can take to maximise the impact of your campaigns.,

For your copy of the standard request your download.

Check your MMM data is correct with our data health check

In our study 8 out of 10 MMM companies said they didn’t get the data they needed to model OOH optimally. To ensure brands can address this we’ve partnered with the OOH trade body Outsmart to provide a data health check service.

Essentially we’ll check your data to ensure it meets the benchmark set by the Entropy MMM data standard.

What we’ll do:

  1. Assess the data inputs for OOH against the gold standard with a RAG scorecard against each element
  2. Liaise with the various parties involved in each brands modelling to provide the feedback
Request your copy of our ground breaking study

Sign up to our Newsletter

We’ll send you the latest digital commerce related brainfood. We’ll also let you know about anything interesting we are up to.

This website uses cookies to ensure you get the best experience on our website.