More Than Data

Marketing Mix Modelling: The Foundation of Media Planning

Feb 28, 2025By More Than Data
More Than Data

Understanding the Role of Marketing Mix Modelling

Marketing Mix Modelling (MMM) plays a crucial role in distinguishing and identifying the unique contribution of each media channel to key performance indicators (KPIs). By leveraging statistical analysis, MMM isolates the impact of different marketing activities, allowing businesses to understand which channels drive measurable results.

Core Considerations in Media Planning

Two fundamental aspects—media channel selection and media delivery objectives—must be chosen based on insights derived from MMM. Media planners evaluate several factors, including:

  • Channel Efficiency & Effectiveness – Measuring return on investment (ROI) to determine the best-performing channels.
  • Business Alignment – Matching channels to specific business objectives, as different goals require different media strategies.
  • Channel Synergy – Evaluating how channels interact, ensuring combined effects exceed individual performance.
  • Scenario Planning – Using different channel mix and budget allocations to forecast future business outcomes and optimize decision-making.

Data-Driven Media Planning for Business Growth

Media planning is fundamentally a data-driven process that involves collecting, analyzing, and extracting insights from data. Future business growth depends on quantifiable metrics, and media planning should rely on historical data to generate predictive insights. This iterative process ensures that media strategies are defined, understood, and continuously refined based on measurable performance indicators.

The Interplay Between Media Planning & Marketing Mix Modelling

Media planning also provides critical feedback to MMM, refining its insights to make them more realistic and actionable. For instance:

  • Overestimating channel performance can lead to unrealistic expectations and misallocation of budget.
  • Underestimating channel impact may undermine media agencies’ ability to demonstrate service value and justify results.

Balancing these perspectives ensures that MMM results align with practical marketing realities, enhancing decision-making accuracy.

More Than Data: Driving Transparency & Credibility

At More Than Data, we collaborate closely with media agencies across APAC, delivering transparency, credibility, and actionable insights on media channel effectiveness and efficiency. Our solutions empower agencies to optimize channel performance and maximize ROI. If you’re looking for data-driven media planning solutions, contact us today to learn more!