Marketing Mix Modeling

Organizations invest heavily across a mix of marketing channels, but a critical question always looms: what is the true business impact of our spend? This uncertainty makes it impossible to know if you are investing wisely or simply wasting your budget.

Marketing Mix Modeling (MMM) is a statistical analysis technique designed to provide a clear answer. It assesses historical data—including advertising spend, promotions, and pricing—to quantify the precise impact of every marketing activity on your key performance indicators (KPIs).

How MMM Solves for Uncertainty and Waste

MMM systematically dismantles marketing uncertainty by providing a complete and contextual view of performance.

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MMM accounts for external factors like competitive actions and seasonal variations. This isolates your marketing spend performance from general market noise.

MMM moves beyond surface-level metrics to calculate the incremental return of each channel.

• By separating the baseline from the incremental lift, MMM reveals the true value created by your marketing efforts
• This helps you confidently allocate media spends to the areas that will maximize your marketing return on investment

Ultimately, MMM transforms your marketing operation from one based on ambiguity to one driven by a clear, data-backed strategy.

Learn more about Lifesight's approach to MMM here