MARKETING MIX MODELING
Empowering Organizations to More
Effectively and Accurately Measure
Marketing Effectiveness
Marketing Management Analytics recognized as a Leader in The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023. LEARN MORE
The ability to measure and improve marketing ROI and tie those investments back to increased sales is an everyday challenge for today’s marketers. Without a clear and comprehensive picture of all business drivers and their impact on revenue and profit, how can marketers produce a trusted result that they can apply to future marketing and business objectives?
Why a Marketing Mix Modeling Approach
Sales, profit and marketing ROI (MROI) are directly and indirectly impacted by many variables. Promotion, pricing, product, operational, economic, competitive, seasonality, weather and other external factors can affect marketing. To accurately measure marketing ROI and its impact on sales, marketers need to measure and account for these variables using a singular unified measurement framework.
With a single solution, you eliminate the need for marketers to piecemeal data together and formulate best possible guesstimates. This holistic approach to Marketing Mix Modeling has evolved to what is called Commercial Effectiveness.
Ipsos MMA understands there is no one-size-fits all solution to MTA. It’s not as simple as integrating our data into an off the shelf platform. The Ipsos MMA team worked shoulder to shoulder with our analytics, marketing, and finance organization to develop, validate and deploy a platform that works to solve our unique needs.
—Jon Francis, Former Chief Digital & Analytics Officer of Starbucks
Benefits of Marketing Mix Modeling
Streamline Data Processing & Eliminate Guesstimates
Advancement in data and media mix modeling tools give organizations the ability to easily manage the end-to-end process of converting data into predictive models. By simplifying this process, the time required to solve complex business problems is drastically reduced from months to weeks.
Improve Marketing Performance with Granular Insights
A marketing mix modeling solution helps answer a plethora of critical questions, such as What is the ROI for each marketing touchpoint and campaign? Or What is the right balance of investments in brand building vs. product-focused marketing?
Consultative Discovery and Value Proposition
Real-Time Simulation, Software and Scenario Planning
Historical “To-do’s”
Predictive Statistical Models
Marketing Mix Modeling Tackles Your Brand’s Toughest Business Questions
With an integrated, ongoing marketing mix modeling solution including data management, predictive modeling, marketing mix modeling software and consulting, you can finally answer these questions and more.
Consumers today crave seamless interactions. They might discover a product on social media, research it on the company’s website, and eventually purchase it in-store. Omnichannel marketing ensures that they receive consistent information and support at every touchpoint. With multiple platforms interlinked, businesses can collect and analyze data holistically. This gives an accurate and comprehensive understanding of customer behavior, preferences, and pain points, enabling brands to fine-tune their strategies. When customers have a consistent and pleasant experience across all channels, it builds trust and loyalty. This not only boosts immediate sales but also ensures repeat purchases and referrals.
Explore Our Marketing Mix Modeling Resources
Learn more about leveraging marketing mix modeling to drive consistent, incremental value that grows your revenue and operating profits.
