04.5 · Grow Brands & Marketing Performance
Marketing Mix Modelling (MMM)
Measure what each marketing lever contributes to sales — and plan budgets that deliver the best return.
Insight
Questions we help you answer
- Q1
What did our marketing spend actually deliver?
- Q2
Which channels give the best return, and where are we over-spending?
- Q3
How should we allocate next year's budget?
Methodology
How we approach it
- 1
Assemble data
Gather sales, media, price, promotion and external data over time.
- 2
Model contribution
Estimate the effect of each lever, including carry-over and saturation.
- 3
Calculate returns
Compare return on investment across channels and activities.
- 4
Optimise budgets
Simulate allocation scenarios and recommend the best plan.
Methods we use
- Econometric modelling
- Response curves
- Scenario planning
- Data integration
Deliverables
What you get
- Sales contribution analysis
- Channel ROI
- Budget optimisation scenarios
- Planning simulator
Case studies
Case studies are on their way.
We're preparing published examples of our marketing mix modelling (mmm) work. Ask us for relevant experience in your category — we're happy to walk you through it.
More in Grow Brands & Marketing Performance
- Brand Health & PositioningTrack how your brand is seen, chosen and remembered — and find the positioning that will grow it.
- Media & Communication EffectivenessTest communications before they run and measure how they perform in market — across TV, digital, social and influencer activity.
- Analytics & Data ScienceGet more from your research and business data with advanced analytics, modelling and data science that turn numbers into decisions.
- Pricing & Trade-off AnalysisFind the right price and the right mix of features by understanding the trade-offs customers make — and what they are willing to pay.
Talk to us about Marketing Mix Modelling (MMM)
Tell us about the decision in front of you and we'll recommend the right design, sample and timeline.