Marketing Mix Modelling (MMM) is a robust analytical technique designed to help businesses understand which aspects of their marketing strategy contribute most to sales and profitability. By analysing extensive datasets and leveraging advanced statistical methods, MMM identifies the actual impact of each marketing channel. This empowers companies to make smarter decisions about budget allocation and strategy.
For example, a business running campaigns across TV commercials, paid search ads and outdoor billboards might discover through MMM that while TV commercials generate broad awareness, it’s the paid search ads that drive the most conversions. Armed with these insights, businesses can refine their marketing efforts to maximise impact and achieve their specific goals under varying market conditions.
Our model leverages detailed data and advanced modelling techniques to uncover key performance drivers and provide actionable channel insights.
Powered by machine learning, our model improves accuracy, adapts to trends and forecasts outcomes. It identifies critical business trends and growth opportunities.
We use Bayesian optimisation to combine insights with experiments, ensuring reliable performance and better decision-making even with limited data.
Powered by machine learning, our model improves accuracy, adapts to trends and forecasts outcomes. It identifies critical business trends and growth opportunities.
Offline media refers to communication channels that do not require internet connectivity, such as print publications, broadcast television, radio, and physical advertisements.
These are ongoing business variables that impact your key performance indicators (KPIs). They come from fluctuations in the competitive landscape and your internal business operations. Examples include competitor pricing changes, promotional activities and your own pricing adjustments.
External factors include non-controllable environmental and temporal factors: weather conditions, seasonal trends, and periods of increased consumer spending like salary weeks.
Events are one off occurrences which have defined start and end dates, such as sales promotions, new product releases, sports tournaments or website outages.
In a Marketing Mix Model (MMM), we finetune model outcomes by incorporating learnings from experiments such as lift studies to enhance model accuracy and predictive power.
Digital media refers to content that is created, distributed, and consumed through electronic devices and internet-connected platforms, including websites, social media, streaming services, and digital publications.
