Marketing Mix Modeling

An Evolution Delivered Through Commercial Analytics

The Promise of Marketing Mix Modeling

Marketing Mix Modeling, also called Media Mix Modeling (MMM Marketing), aims to solve the age-old question of “how can I invest my advertising or marketing budget?” Unfortunately, MMM’s limitations are vast and based on a historical view of marketing performance metrics. While MMM can produce recommendations, the results are typically used for report card-like measurement such as ROIs.

Where MMM Fails,
Commercial Analytics Delivers

Analytic Partners goes beyond MMM historical performance report cards to provide marketers and business leaders the confidence they need to make the right investment decisions at the right time through forward-looking decisioning. Where MMM limits the scope to high-level views of marketing performance, Commercial Analytics looks beyond marketing to incorporate all factors that contribute to performance outcomes. This delivers more accurate and actionable recommendations to support scenario planning and forecasting.

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Discover how you can maximize the value of analytics to drive growth and strengthen customer relationships.

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What to expect

Commercial Analytics is delivered through our proprietary analytic platform, GPS-Enterprise.

GPS-Enterprise supports unlimited dimensions and a range of intelligent modeling algorithms that address both strategic and tactical decisions through a customer and full-business lens. The result? Insights and actions that increase sales, market share and many other key performance indicators.

Powerful commercial analytics to deliver meaningful results

With robust Commercial Analytics, you can build confidence with your stakeholders to make decisions that create value for your business.

Forecasting and real-world scenario planning to accurately plan

Insights and recommendations are proactively surfaced before you know you need them to give you a head start.

Flexible, always-on decisioning to course-correct

Speed up delivery to meet the ever-changing needs of your dynamic business to increase adoption. 

Commercial Analytics vs Marketing Mix Modeling (MMM) vs Multi-Touch Attribution (MTA)

Commercial Analytics

MMM

MTA

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- & long-term impact

Commercial Analytics

MMM

MTA

MARKETING UNDERSTANDING

Measure brand and top of funnel activities

Uncover marketing impacts and synergies across media channels

Uncover synergies and cannibalization across sales channels

Commercial Analytics

MMM

MTA

PERFORMANCE MONITORING

Incrementality and ROI metrics

Media channel-specific analysis

Real-time, last-click ROAS from digital channels

Commercial Analytics

MMM

MTA

Don’t rely on backwards-looking models to make forward-looking decisions. Increase performance and drive business results with Commercial Analytics.

Reach out to our team to discuss your Commercial Analytics program today.

Book a Demo

Forward-looking Decisioning for Cross-Functional Impact

Commercial Analytics provides data-driven investment recommendations to support real-time decisions

Analytics Leaders

Transparency on model specifications and derived results to support confidence in robustness and accuracy.

Brand and Marketing Leaders

Build trust with stakeholders, forecast marketing’s impact, and adapt swiftly to remain on course when circumstances shift.

Finance Leaders

Gain visibility into marketing and other commercial performance and align your investment strategy for value creation and growth.

Commercial analytics is delivered through our flexible, adaptive, always-on platform, GPS-Enterprise

Key Incremental Business Drivers 

Margin Return on Investment (ROI)

Forecasting

Scenario Planning

Identify incrementality by measuring relationships of marketing factors and KPIs such as sales that would not have occurred in the absence of that activity.  Break out which controllable or non-controllable business drivers are contributing to business KPIs such as sales, traffic, etc. 

Understand the level of spend efficiency by sub-brand, region, channel, program, or campaign.

Shift from historical report cards to predict future performance.  Compare predictions vs. actual performance, identify gaps to goals, and build more accurate plans and forecasts to achieve growth targets. 

GPS Enterprise Forecasting Insight Report

Scenario plan, optimize campaigns regularly and deep dive in tactical planning. 

We help global brands maximize success with impactful marketing decisions

Cox Communications Reframes Marketing’s Impact from a Cost Center to a Profit Center

Read the Customer Story

“With Analytic Partners, we have progressed from ‘I think…’ to ‘we know…'”

Sarah Landsman Kroger, Vice President, Marketing

Read the Customer Story

“We’ve had the data to help us make better decisions and understand the drivers that will carry the business forwards.”

Christof Zanecchia VF Corp, Senior Director, Global Marketing Science

Read the Customer Story

“Rather than looking at how activities are performing in 6-month increments, we are able to understand programs’ return within 5 weeks.”

Jennifer Benkarski Hilton, Director of Marketing, Performance & Insights

Read the Customer Story

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Frequently asked questions

Marketing Mix Modeling (MMM) is a statistical analysis technique used to measure and evaluate the impact of various marketing activities on business outcomes. The marketing mix refers to the combination of marketing elements or variables that a company can control to influence consumer behavior and achieve its marketing objectives.
Marketing mix modeling aims to assess how changes in these variables affect sales, customer acquisition, market share, and other key performance indicators. Organizations use this technique to measure the effectiveness of their marketing efforts and make data-driven decisions to optimize their marketing strategies. Although Marketing Mix Modelling (MMM) takes an analytical approach to quantify the impact of specific marketing activities, it only offers a high-level satellite view without granular insights, and has challenges adapting to the complexity of data available today.

External factors such as weather and competition can play a significant role in determining marketing ROI. Natural demand can change over time or between different types of customers and competitors' efforts. Additionally, the impact of weather on consumer behavior and demand cannot be overlooked, especially for industries like retail and hospitality. Thus, understanding the role weather and competitive factors play and how they contribute to the overall ROI of the marketing mix is crucial for accurate and effective Marketing Mix Modeling.

It's important to have a holistic view of marketing impact and consider the halo effect. Siloed measurements can lead to inaccurate results. The ROI Genome shows that businesses that engage in holistic measurement generate significant growth, with a 25-70% improvement in the performance of marketing investments through the combination of analytics like mix models and scenario planning.

Let’s Get Started

Discover how you can maximize the value of analytics to drive growth and strengthen customer relationships.

Talk to an Expert

SOLUTIONS

Example Use Cases

Adjust to the Complexity of Today’s Environment With a Holistic View of Your Business

RESOURCES

United in Growth: Transforming Shareholder Value Through CFO-CMO Collaboration

LinkedIn: Building The Case for Marketing Effectiveness

Company

Company

Partners

The Promise of Marketing Mix Modeling

Where MMM Fails,
Commercial Analytics Delivers

Powerful commercial analytics to deliver meaningful results

Forecasting and real-world scenario planning to accurately plan

Flexible, always-on decisioning to course-correct

Commercial Analytics vs Marketing Mix Modeling (MMM) vs Multi-Touch Attribution (MTA)

Don’t rely on backwards-looking models to make forward-looking decisions. Increase performance and drive business results with Commercial Analytics.