Marketing Mix Modeling That Drives Growth

Marketing mix modeling applies econometric techniques as well as an array of sophisticated methodologies specific to each business to measure how marketing investments drive business outcomes. We analyze sales data, marketing spend, pricing, competitive activity, and external factors to isolate the true incremental impact of each channel and tactic. The approach varies by business—our models are configured based on your industry, sales channels, KPIs, and business complexity. We work with your team to build a KPI framework that captures both near-term performance and long-term brand impact, then deliver insights through our always-on Activate platform for continuous optimization.

MMM and attribution can work together to give you a complete measurement picture. MMM operates at the business level, measuring how all commercial factors—marketing channels, pricing, promotions, competitive activity, seasonality—drive sales and growth. Attribution operates at the campaign and placement level, measuring which specific ads and creative drive conversions. MMM guides strategic decisions like annual budget allocation, while attribution optimizes tactical execution. Our unified measurement approach integrates both for a multi-resolution view of marketing effectiveness.

You need sales or business performance data, marketing spend by channel, and information about pricing, promotions, and distribution. We also incorporate competitive activity, seasonality, and macroeconomic factors. Most clients provide 2-3 years of historical data at weekly or daily granularity. If you have data gaps or limited history, we use industry benchmarks and advanced techniques to build reliable models. Our consulting team helps design your data strategy during implementation to ensure you're capturing what matters

Yes. This is where MMM delivers unique value. We measure both the short-term conversion lift and long-term brand equity impact of your marketing investments. Our models quantify how brand campaigns build awareness and customer loyalty over time, which can translate to sustained sales growth. We link brand KPIs directly to base sales, showing executives exactly how brand-building activities contribute to revenue—not just immediate performance metrics.

Traditional multi-touch attribution (MTA) uses deterministic user tracking to assign credit across digital touchpoints, which faces growing privacy limitations. Our approach combines econometric MMM with Agile Attribution—a privacy-safe, probabilistic methodology that measures placement and creative-level performance without relying on cookies or user tracking. MMM sets the top-down strategic framework and long-term incrementality, while Agile Attribution delivers high-frequency tactical insights. They work in a closed loop: MMM informs Agile Attribution, and Agile Attribution validates and refines MMM.

MMM originated in consumer packaged goods but now spans virtually every industry. We've deployed models across retail, automotive, financial services, pharmaceuticals, consumer electronics, telecommunications, and man more. Each industry requires customized approaches—retail models account for promotional cycles and store-level factors, pharma models measure physician-level prescribing behavior, and B2B models track longer sales cycles and account-based dynamics. Our global team has built industry-specific methodologies refined across hundreds of client engagements.