More Than Data

Why Small and Medium-Sized Media Agencies Haven’t Used MMM

More Than Data
Jan 13, 2025By More Than Data

Marketing Mix Modelling (MMM) is not a new concept. For over half a century, it’s been used to measure the impact of marketing and media efforts. Online, you’ll find countless blogs, articles, videos, and posts discussing MMM. Several vendors even offer SaaS solutions.

Try a quick Google search using the keywords "Marketing Mix Modelling" and see the countless results that pop up!

MMM is proven to work—helping agencies and marketers understand how their media mix drives results like sales. Yet surprisingly, very few media agencies actually use it. Why?

Over the past few years, we’ve worked with small and medium-sized media agencies. While they were all familiar with MMM and its methodology, none had implemented it. Here’s why:

  • High costs: Engaging with an MMM service vendor can cost five figures for a single KPI model.
  • Time-consuming: It takes weeks to collect, validate, and analyze data, then build, refine, and finalize models.
  • SaaS limitations: While cheaper, many SaaS platforms lack transparency, hide backend processes, or offer complex self-service tools that overwhelm non-technical users.
  • Outsourcing challenges: Outsourcing MMM isn’t practical for agencies needing continuous and up-to-date insights.
  • In-house constraints: Building an internal analytics team is expensive—hiring just one data scientist could cost $100K annually (In the Sydney labor market, an annual salary of $100K typically corresponds to a junior-to-mid-level analytics role), which many agencies can’t afford.

We use SEEK, the most popular job search engine in Australia, to browse data and analytics job opportunities in the Sydney market. By setting the salary band between $100K and $120K per year, we can find media measurement job opportunities listed there.

However, how many small and medium-sized agencies in Australia can afford such analytics roles at the level of a Netflix-sized enterprise?

In short, MMM has traditionally been expensive, time-consuming, overly complex, and inaccessible for small and medium-sized agencies.

Can MMM Be Budget-Friendly, Transparent, and Easy? The answer is YES. That’s why we created Minute MMM—to make MMM acceptable and accessible to smaller agencies.

  • No cost: We don’t charge a single penny.
  • DIY-friendly: You’re in full control, customizing your models with ease.
  • Transparent: Your domain knowledge is part of the process.
  • Simplified: The process is streamlined, saving you time and effort.
  • Quick: Measure your media mix in just 10 minutes.

Minute MMM is designed to eliminate the barriers of traditional MMM, empowering agencies to integrate media measurement as part of their daily operations.

If you’re tired of the challenges of MMM and want a solution tailored for your agency, let’s connect!