Marketing Mix Modeling – Evolved
Traditional Marketing Mix Modeling (MMM) restricts visibility with limited data and slow, retrospective insights that assess past decisions. Elevate your MMM with a robust solution that integrates external factors, providing predictive and prescriptive intelligence for forward-looking decisions.
Break Free from the Limitations of MMM
For years organizations have relied on MMM and multi-touch attribution (MTA) for analyzing how media investments, pricing, promotions, and other factors impact sales. But they only provide surface-level metrics that evaluate past performance without the real depth leaders need for strategic decision-making.
Commercial | Marketing | Multi-Touch | |
|---|---|---|---|
| Holistic Commercial Understanding | |||
| Plan and optimize full commercial business plans on demand | |||
| Cross-functional buy-in through one version of the truth | |||
| Estimate and set category or economic headwinds | |||
| Wargame competitive scenarios | |||
| Ongoing commercial performance monitoring | |||
| Evaluate and optimize multiple objectives, including short and long-term impact | |||
| Marketing Understanding | |||
| Measure brand and top-of-funnel activities | |||
| Uncover marketing impacts and synergies across media channels | |||
| Uncover synergies and cannibalization across sales channels | |||
| Performance Monitoring | |||
| Incrementality and ROI metrics | |||
| Media channel-specific analysis | |||
| Real-time, last-click ROAS from digital channels | |||
See what’s really driving growth with Commercial Analytics
In today’s complex business landscape, deciphering what’s driving growth is a challenge. But with Analytic Partners—the leaders in Commercial Analytics—you can transcend the limitations of traditional marketing metrics. Our solutions unveil a multi-faceted view of your business drivers, paving the way for precise forecasting, robust planning, and smarter strategies that propel you toward your goals and amplify returns.
Real Brands.
Real Growth.
All Success stories 
Commercial Mix Modeling allows us to tease apart what’s working, what’s not, and where we should put that next dollar.
Solution
Upgrade from Isolated Insights to Tomorrow’s Big Picture with Commercial Analytics
Go from report cards to always-on intelligence with our single, easily accessible solution. Only Commercial Analytics provides insights built for action through a multi-dimensional view of all your business drivers—not just marketing. With a comprehensive view configured by our talented change agents, you will move beyond static reporting to enable adaptive strategies that elevate enterprise-wide performance.
Commercial AnalyticsPlatform
GPS-E: Expand your analytics. Strengthen your decisions.
Elevate your marketing, pricing, and commercialization blueprint with advanced insights and a richer contextual framework. Our GPS-E platform, powered by our embedded intelligence layer, ROI Genome®, offers a comprehensive view that goes beyond individual metrics. It considers all factors that impact your performance metrics. Get the precise, actionable recommendations you need with industry-leading forecasting and scenario planning tools to make confident, future-ready decisions.
GPS Enterprise®Expand Your Intelligence
Discover the breadth of intelligence and depth of insights you will gain with GPS-E.
FAQs
Marketing Mix Modeling – Evolved
MMM, or Marketing Mix Modeling, is a data analysis technique that assesses how marketing activities—such as media spend, pricing, and promotions—impact sales and key performance indicators (KPIs). Originating in the 1950s, MMM allowed marketers to measure controllable elements that influence customer behavior. By the 1970s, advances in analytics allowed marketers to model the relationship between marketing efforts and sales outcomes in more realistic ways.
Then, in 2000, Analytic Partners emerged as a key player in the evolution of MMM, pioneering significant advancements that transformed the field. Our work ultimately gave rise to a holistic Commercial Analytics solution, equipping marketers with powerful tools to analyze past performance and forecast future results more effectively.
Because MMM is inherently slow, backward-looking, and lacks granularity, it cannot guide campaign-level decisions and adapt quickly to market changes. While MMM provides a high-level view of marketing effectiveness, it cannot account for external influences like economic changes, competition, or operational factors. Only Commercial Analytics provides a complete picture of your enterprise landscape to enable and guide real-time strategic decisions and accelerate your commercialization blueprint.
The short answer: No.
Analytic Partners’ end-to-end solution incorporates talented change agents with GPS-Enterprise, which provides a more advanced and comprehensive approach than traditional MMM. With built-in scenario planning, forecasting, and always-on intelligence, Commercial Analytics eliminates the need for standalone MMM solutions that provide static, backward-looking models. Instead of relying on isolated, report-card-style insights, Commercial Analytics helps you continuously optimize strategies and investments, making MMM solutions redundant.
Say goodbye to outdated measurement.
Say hello to Commercial Intelligence.
With your vision and our expertise combined, your brand’s potential is unlimited. Contact us to learn more about Analytic Partners, schedule a consultation, or get answers to your most pressing questions.
