Just a few years ago, marketing mix modeling seemed to be fading in importance. Many considered it a relic of predigital times, with a limited ability to generate actionable insights and recommendations. However, recent innovations have made marketing mix models (MMMs) far more nimble. When taken together with the inherent privacy durability of MMMs and their ability to measure all marketing spend on a level playing field, these innovations suggest marketing mix models have a bright future in our industry.
At Subway®, MMMs are integral to the company's cross-media measurement strategy and help it evaluate the effectiveness of its marketing and media investments. To further hone its approach, Subway enlisted its partners at Ipsos MMA and Google to help navigate an increasingly complex consumer landscape and allocate spend accordingly.
Download the Subway Use Case to Learn More About the Impact of Marketing Mix Modeling
