Marketing Mix Model

Agile approach to marketing mix modeling to deliver results in weeks, not months. Understand impact on cross channel media investments, non-media factors and econometric variables on business KPIs and true ROI of media investments.

Marketing Mix Model

A new era of marketing mix modeling is dawning on the industry now, one that is more agile and rapid than ever imagined before. New open source libraries combined with more democratized understanding of underlying marketing sciences, now allows marketers to approach MMM as a way to flush out quick and directional reads on acquisition efforts, or take it all the way and be more elaborate to flush out the impact of full-funnel marketing efforts to establish the value of brand and consideration drivers, or draw the line somewhere in the middle.

  • Weeks 1-2

    • Data collection
    • Data Quality Analysis
  • Weeks 3-4

    • Data Quality Analysis
    • Data Prep
    • Modeling
    • Model Interpretation & Analysis
  • Weeks 5-6

    • Finalize Model
    • Triangulation Analysis
    • Opportunity Analysis
    • Finalize recommendations

Typical Phases in a MMM Project


Understand marketer’s business questions and related decisions. Shape modelable objectives.

High Value Actions (HVA) Analysis

Collect data from the brand studies, consumer behavior actions from 1st party assets like site and apps, brand searches trends and other brand and consideration proxies to run qualitative and quantitative analyses and synthesize a High Value Actions (HVAs) index that could be used as a proxy for brand and consideration signals.

Marketing Mix Modeling Prep

Collect and shape data to support a tranche of modeling. Run quality analysis process to ensure data is fit for modeling. Prepare data to build models.

MMM Feasibility Analysis

Build separate models by different objectives (Eg: By Country, By Sales Channel, by app platform: iOS app, Android app). Iterative modeling to identify significant input features (2-3 tranches each model). Decomposition Analysis (1-2 rounds for each model). Iteratively model to see how to group features to get significant MMM reads (3-4 iterations).

Finalize MMM Reads

Arrive at recommended structure for brand’s MMM. Interpret the results and read out channel contributions and efficiencies. Outline MMM enhancements roadmap.

LTV Based Channel ROAS Measurement Design

Build the analytics framework to assess LTV of customers sourced from marketing Channels and connect it to causal channel ROI measurement

Triangulation Analysis Overlay

Overlay the MMM reads and Channel LTV estimates on Triangulation analysis template and estimate causal channel ROAS based on LTV estimates. Identify channels that are driving high value customers profitably. 

Opportunity Analysis

Assess channel investment opportunities that could maximize growing high LTV customers profitably. 

Warehousing MMMs

Setup infrastructure to warehouse the selected model and generate decomposition results on a weekly basis to drive in-house advanced attribution reporting.


Case Studies

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