A guide to driving growth through maximising Mix Marketing Models

Understanding the significance of MMM

According to Gartner’s annual CMO Spend and Strategy Survey, marketing budgets have climbed from 6.4% of company revenue in 2021 to 9.5% in 2022, but still lag behind pre-pandemic spending. The survey of chief marketing officers also found that marketing channels are adjust as post-lockdown customer journeys recalibrate and CMOs seek to balance awareness and performance. Digital channels account for 56% of marketing spend, while offline channels rebound.

In this environment, Mixed Marketing Modelling, or MMM, is a sophisticated analytical technique that empowers businesses to measure the impact of their marketing and advertising campaigns comprehensively. Beyond simply tracking vanity metrics, MMM provides actionable insights into how different elements of the marketing mix contribute to achieving specific business objectives, such as revenue growth, customer acquisition, or brand awareness.

Here's why MMM matters:

1. Fact-based decision making

In today's data-rich environment, relying on intuition alone is no longer sufficient. MMM offers a fact-based approach to marketing strategy. By analysing historical data, it helps you identify the most effective marketing channels and tactics, enabling you to make informed decisions and optimise your marketing mix.

2. Holistic performance evaluation

MMM takes into account various factors, including sales data, customer demographics, media spend, Customer Lifetime Value and external influencers. This holistic approach provides a comprehensive view of your marketing efforts' impact, allowing you to understand the interplay between different variables.

3. Budget optimisation

One of the key benefits of MMM is its ability to optimise marketing budgets. By identifying high-performing channels and campaigns, you can allocate your resources more efficiently, maximising the return on investment (ROI) of your marketing initiatives.

Approaches to building MMM models

Incorporating various analytical methodologies is key to constructing robust Mixed Marketing Models (MMMs) that empower organisations to make data-driven marketing decisions. Outlined below are various techniques that can be employed to build these models:

Time series analysis

Time Series Analysis provides an in-depth examination of historical time-series data to discern patterns and trends within marketing and sales performance. It proves invaluable for comprehending how marketing activities unfold over time and for forecasting future outcomes, enhancing the ability to make informed decisions.

Multi-linear regression

Multi-Linear Regression scrutinises the relationships between multiple independent variables, such as diverse marketing expenditures across channels, and a dependent variable, such as sales or revenue. By quantifying the influence of various marketing factors on business outcomes, this approach empowers businesses with precise insights into the drivers of success.

Machine learning

Leveraging machine learning algorithms, models can be trained on historical data to predict future outcomes accurately. These models have the capacity to capture intricate relationships between marketing variables and outcomes, adapting to changing market dynamics. The result is a dynamic MMM capable of staying aligned with evolving market conditions.

Attribution modelling

Attribution Modelling shifts the focus to understanding the contribution of various marketing touchpoints along the customer journey. It plays a pivotal role in determining which channels and interactions wield the most influence over conversions and revenue generation. By allocating credit accurately, this approach illuminates the path to optimising the marketing mix for maximum impact.

Marketing mix optimisation

Underpinned by MMMs, Marketing Mix Optimisation emerges as a strategic approach to crafting a well-calibrated marketing strategy. This involves the judicious allocation of marketing budgets across different channels and tactics, with the ultimate goal of maximising ROI and achieving specific business objectives. It ensures that every unit of currency invested in marketing yields the highest possible return.

By incorporating these advanced approaches into your MMM model construction, your organisation can harness the power of data-driven marketing strategies. Unlock the full potential of your marketing efforts, refine your budget allocation strategies, and set a course for success with MMM.

Unlock marketing potential

In an era where data reigns supreme, embracing Mixed Marketing Modelling is not an option—it's a strategic imperative. As a strategy and data analytics consultancy, QuantSpark has witnessed the transformative power of MMM in helping businesses achieve their marketing goals and drive sustainable growth.

By understanding the significance of MMM and exploring the various approaches to its implementation, you can position your organisation at the forefront of data-driven decision making. Unlock the potential of your marketing efforts, optimise your budget allocation, and chart a course for success with MMM.