MMM Master Classes Series
Consumer brands are continuously searching for the best tools and agency partners to help them uncover the best mix of channels to allocate their budgets and improve their sales and the ROI of their marketing investments.
Marketing Mix Modelling (MMM) is an advanced analytical technique that enables marketers to measure and improve the impact of their media and marketing efforts. According to interviews with practitioners, these methods can yield 20% to 30% improvement in the efficiency of marketing spending, primarily by optimising media (Gartner 2016).
However, most of the literature around MMM (both academic and professional) refer to these techniques as incredibly complex and resource-intensive, hence hindering the wider adoption of this technique. We cite:
· Complex analysis process: The complexity of Marketing Mix Modelling, which can require modelling more than 10K variables, is vulnerable to human error and overlooked opportunities which limit the depth of insights that may be provided.
· Long project duration: The average marketing effectiveness project has a turnaround time of 16 weeks, requiring substantial resources and headcount which otherwise could be deployed on other value-adding activities.
It is also commonly believed that MMM analytics are best suited for large companies that invest heavily on advertising and can hence afford to spend significant amounts in performance measurement. According to Gartner, MMM professional services reach regularly the mid-six figures with an average median price approaching the quarter of a Million US$ in the US.
However, the MMM scenery is changing fast with companies of all sizes showing interest in adopting MMM techniques to measure the true impact of their marketing activities and optimising their budgets. This need is fuelled by the rise in spending, the abundance of media channels and the good PR around the adoption of AI and Data Analytics techniques in the media industry.
To succeed the passage to a larger adoption of MMM techniques, it is important to consider the following two conditions:
· Adopt a technology that allows to run end-to-end MMM projects ensuring automation and scalability.
· Embrace a learning process to understand how MMM is performed and understand the different steps it entails for better output’s interpretation and results’ implementation.
In our effort to demystify the complexity of MMM, we intend to publish a series of educational articles where we try to explain the different phases involved in the process to encourage more companies and agencies, regardless of their sizes, to adopt MMM as a strategic way to rethink their marketing measurement, budget optimisation and media planification.
Dr. Ramla Jarrar
Managing Director at Mass Analytics