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The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE

<h2>Enter the Solver Samurai</h2><p>Imagine the open-plan office of a global media agency next to Sydney Harbour Bridge. The coffee machine is working overtime. PowerPoints are flying left and right.</p><p>And there he is — my ex-boss. A man who had conquered the worlds of media effectiveness and efficiency measurement for Australia and New Zealand.</p><p>Forget Python.</p><p> </p><p>Forget Google Meridian and Google Lightweight.</p><p>Forget Meta Robyn.</p><p>Forget cloud-based AI dashboards with amazing charts.</p><p><strong>His secret weapon?</strong></p><p><strong>👉 Excel</strong></p><p><strong>And his sidekick?</strong></p><p><strong>👉 Solver</strong></p><figure id="figure-ty2uappp6kmedrnaj1"><img id="ty2uappp6kmedrnaj1" src="https://cdn.durable.co/blocks/26dS21qyazmh8HKPprFOcEkyXIi79gQLn3XcgIxzHLhBlj5QeGPMp8WPJjucg5T9.jpg" alt="Excel Solver is the weapon for my ex-boss to build marketing mix model" title="Excel Solver is the weapon for my ex-boss to build marketing mix model" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="As my ex-boss’s secret weapon, Excel Solver guided us through the chaos of MMM and straight into spreadsheet paradise." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/26dS21qyazmh8HKPprFOcEkyXIi79gQLn3XcgIxzHLhBlj5QeGPMp8WPJjucg5T9.jpg" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">As my ex-boss’s secret weapon, Excel Solver guided us through the chaos of MMM and straight into spreadsheet paradise.</figcaption></figure><p>If this were a Marvel movie, his superhero name would be <strong>The Solver Samurai</strong> armed only with pivot tables and a dangerous amount of Ctrl+C, Ctrl+V, and Ctrl+Z reflexes.</p><h2>The Holy Grail — Happy Coefficients</h2><p>In Marketing Mix Modelling, coefficients are life. They’re the numbers that tell you:</p><ul><li>Do TV Ads actually drive sales or just make the CMO feel important?<br></li><li>Are Google Ads worth the budget, or just an expensive way to buy clicks from your own brand name?<br></li><li>Do marketing 4ps lift revenue, or just teach customers to never buy full price again?<br></li></ul><p>But coefficients are tricky little beasts. </p><p><strong>Too high?</strong></p><p><strong>This is too good to be true. </strong></p><p><strong>Too low? </strong></p><p><strong>Are you saying media doesn’t work?</strong></p><p>In other words:</p><ul><li>If coefficients look bad → the CMO volunteers you for a surprise budget review<br></li><li>If coefficients look fake → the media agency makes you the star of PowerPoint purgatory<br></li><li>If both look unhappy → your job is in danger, and no free coffee and muffins in the kitchen can save you<br></li></ul><p>So my ex-boss created the <strong>Happy Coefficient Rule</strong>:</p><p><strong>👉 Align share of spend (budget percentage) with share of impact (results percentage).</strong></p><p><strong>Balance achieved = happy coefficients</strong></p><p><strong>Happy coefficients = happy stakeholders</strong></p><p><strong>Happy stakeholders = all jobs remain safely at their desks</strong></p><figure id="figure-l6kqimm7xmedrskj7"><img id="l6kqimm7xmedrskj7" src="https://media.gettyimages.com/id/2150966252/photo/angry-and-irritated-young-businessman-sitting-in-the-office-at-the-desk-and-talking-on-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=qwDGWEQOewIbYjVJ_EBg5FNLApXnpBKpeWjO5QXGT-Y=" alt="Angry and irritated CMO when knowing the marketing mix modelling result doesn't align to his expectation" title="Angry and irritated CMO when knowing the marketing mix modelling result doesn't align to his expectation" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="A very displeased CMO, realizing the marketing mix model isn’t quite the glorious validation of their marketing genius they hoped for. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2150966252/photo/angry-and-irritated-young-businessman-sitting-in-the-office-at-the-desk-and-talking-on-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=qwDGWEQOewIbYjVJ_EBg5FNLApXnpBKpeWjO5QXGT-Y=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">A very displeased CMO, realizing the marketing mix model isn’t quite the glorious validation of their marketing genius they hoped for.</figcaption></figure><h2><strong>Excel Math Solver, the Drunk Intern</strong></h2><p>Let’s talk about Excel solver.</p><p>Solver is that intern you don’t fully trust but can’t live without. Sometimes brilliant, sometimes chaotic:</p><ul><li>It finds the right coefficient like a genius → ✨<br></li><li>Or it gives you negative TV impacts → 🤡<br></li><li>Or it crashes Excel with “Not Converged” → 💀<br></li></ul><p>Running Excel solver is like texting your ex: you’re never quite sure what you’ll get back.</p><p>So what did my ex-boss do?</p><p>He ran Solver again. And again. And again.</p><p>TV ads? Solver until happy.<br></p><p>Google ads? Solver until happy.<br></p><p>Other media? Solver until happy.</p><p>Solver was basically a casino slot machine — keep pulling the lever until the numbers look good.&nbsp;</p><figure id="figure-5z3j4hx2jcmedrxrh2"><img id="5z3j4hx2jcmedrxrh2" src="https://media.gettyimages.com/id/2201804149/photo/algebra-mathematic-formula-written-on-chalkboard.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=oXaCqc2AG0mVxLLv0sJ0lwI0l_l_oWLhnvKmG1p_MAw=" alt="In marketing mix modelling, coefficients are our oxygen tanks. Without them, we can’t survive." title="In marketing mix modelling, coefficients are our oxygen tanks. Without them, we can’t survive." class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Are these coefficients smiling? If yes, welcome to paradise. If not… brace yourself for Excel spreadsheet inferno. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2201804149/photo/algebra-mathematic-formula-written-on-chalkboard.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=oXaCqc2AG0mVxLLv0sJ0lwI0l_l_oWLhnvKmG1p_MAw=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Are these coefficients smiling? If yes, welcome to paradise. If not… brace yourself for Excel spreadsheet inferno.</figcaption></figure><h2>The 108-Model Nightmare</h2><p>Then came the FMCG monster project.</p><ul><li>6 states in AU market<br></li><li>6 retail networks<br></li><li>3 product categories</li></ul><p>That’s 108 models. Yes, one hundred and eight.</p><p>The boss divided the team into three squads. Each got 36 models. The instructions were crystal clear:</p><ul><li>Open Excel<br></li><li>Build regression using Ordinary Least Squares (OLS)</li><li>OLS sets up the regression, but let’s be honest — it’s just doing the background work. The real fun starts when we fire up solver and make the coefficients behave<br></li><li>Set “happy” share-of-spend vs. share-of-impact targets<br></li><li>Run solver until nausea<br></li><li>Repeat until fingers lose sensation</li></ul><p>Two weeks of this. No daylight. No joy. Just Excel solver.</p><p>At one point, the mere word “Excel” during lunch triggered gag reflexes. Imagine someone trying to enjoy a sandwich and another analyst whispers “solver…” → instant vomit.</p><p>It was like an Excel cult initiation. By week two, half the team considered switching careers to goat farming.</p><figure id="figure-29fb5i9tmkmeds3xbq"><img id="29fb5i9tmkmeds3xbq" src="https://media.gettyimages.com/id/2104206080/photo/asian-young-male-businessman-feeling-unwell-at-workplace-sitting-at-desk-in-office-covering.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=yQolVpFDApGhawD4TQrMhcrrERK5bTh3IgnFb0MWI5c=" alt="One more week of Excel Solver in marketing mix modelling and the team will be questioning all life choices" title="One more week of Excel Solver in marketing mix modelling and the team will be questioning all life choices" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Keep Excel Solver running for another week, and the office will officially be renamed to Spreadsheet Survival Camp." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2104206080/photo/asian-young-male-businessman-feeling-unwell-at-workplace-sitting-at-desk-in-office-covering.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=yQolVpFDApGhawD4TQrMhcrrERK5bTh3IgnFb0MWI5c=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Keep Excel Solver running for another week, and the office will officially be renamed to Spreadsheet Survival Camp.</figcaption></figure><h2>The Happy Ending</h2><p>But against all odds, the team survived. Solver eventually spat out 108 sets of coefficients that passed <strong>the Happyness Test</strong>.</p><p>On presentation day:</p><ul><li>The PPT was slick<br></li><li>The dashboards sparkled<br></li><li>The coefficients looked magical<br></li></ul><p>The results?</p><ul><li><strong>The media agency: “Yes! Media works, look at those beautiful impacts!”</strong><br></li><li><strong>The CMO: “See? My budget decisions are pure genius.”</strong><br></li><li><strong>The CFO: “Fine, I’ll stop asking about cutting TV spend.”</strong><br></li><li><strong>My ex-boss: “Solver, you magnificent drunk intern, you did it again.”</strong><br></li></ul><p>Everyone smiled. Everyone clapped. Everyone kept their jobs.</p><p>Even Excel felt proud, humming quietly in the background: “Not Responding… just kidding, I’m fine.”</p><figure id="figure-v8vyn24ebmedsaio8"><img id="v8vyn24ebmedsaio8" src="https://media.gettyimages.com/id/2155494059/photo/the-colleagues-exchange-a-high-five.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=uJSo7cR--T1UfTfABXQNi5Y8XwAG1Z3JRJ3fxPx1K6k=" alt="The colleagues exchange a high-five after happy coefficients of marketing mix modelling achieved" title="The colleagues exchange a high-five after happy coefficients of marketing mix modelling achieved" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Hooray! Mission accomplished — the team is officially all smiles. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2155494059/photo/the-colleagues-exchange-a-high-five.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=uJSo7cR--T1UfTfABXQNi5Y8XwAG1Z3JRJ3fxPx1K6k=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Hooray! Mission accomplished — the team is officially all smiles.</figcaption></figure><h2>Meme-worthy Truth Bombs</h2><p>To make sure we all remember this legend:</p><ul><li>Excel Solver is like Thanos: “I am inevitable.”<br></li><li>Every analyst knows the true horror movie jump scare isn’t Jason… it’s #VALUE! at 2am.<br></li><li>Linear regression: the most straightforward tool that somehow causes the most existential crises.<br></li><li>A “happy coefficient” is like a corporate unicorn: half math, half politics, 100% survival.<br></li><li>MMM in Excel? More like “Marketers Must Meditate” before running solver again.&nbsp;<br>&nbsp;<h2>Lessons Behind the Laughter</h2></li></ul><p>Okay, let’s get serious (just for a sec).</p><p>Linear Regression (OLS) is a natural and powerful way to model marketing and media effects — but on its own, it’s like showing up to a party in slippers. Sure, you’re there, but nobody’s impressed.</p><p>Enter Excel solver, the over-caffeinated sidekick who actually gets things done. It wrestles the coefficients into place, tames the rogue numbers, and basically turns your “meh” OLS into a superhero-level marketing insight.</p><p>Coefficients aren’t just boring numbers — they’re like tiny little diplomats. They negotiate trust between client and agency, justify budgets, and keep partnerships from spontaneously combusting. Ignore them at your peril.</p><p>Marketing Mix Modelling is political — a model isn’t just about math, it’s about believability. You can have perfect accuracy, but if your CMO raises an eyebrow, you might as well be predicting unicorn sightings.</p><p>At the end of the day, stakeholder happiness and client relationships matter just as much as mathematical perfection. After all, a perfect model that nobody trusts is like a perfectly baked cake that no one’s allowed to eat — tragic, useless, and kind of sad.</p><figure id="figure-tg4jae0lgomedsdvfx"><img id="tg4jae0lgomedsdvfx" src="https://media.gettyimages.com/id/2157568713/photo/shot-of-an-excel-sheet-on-computer-screen-showing-bank-loan-amortization-table-banking.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=rdgTfuGBauUV9G3H4IqSuKWwHqfKRgGmtokzzYP0Vr4=" alt="Ready for round two of Excel solver madness, or shall we let More Than Data and Minute MMM handle it?" title="Ready for round two of Excel solver madness, or shall we let More Than Data and Minute MMM handle it?" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Want to brave it again, or are you ready to hand it over to More Than Data and Minute MMM?" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2157568713/photo/shot-of-an-excel-sheet-on-computer-screen-showing-bank-loan-amortization-table-banking.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=rdgTfuGBauUV9G3H4IqSuKWwHqfKRgGmtokzzYP0Vr4=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Want to brave it again, or are you ready to hand it over to More Than Data and Minute MMM?</figcaption></figure><h2>Final Curtain Call</h2><p>So next time you curse at Excel freezing, remember my ex-boss — the Solver Samurai.</p><p>The man who built 108 models, ran solver like a mad scientist, balanced coefficients like a diplomat, and somehow kept everyone smiling.</p><p>Marketing mix modelling is part science, part politics, and part circus act. But when done right, it’s not just numbers — it’s job security, client love, and agency survival.</p><p><strong>All thanks to one tool: Excel solver, the drunk intern who saves the day.</strong></p>

How My Ex-Boss Built Happy Coefficients with Excel Solver and Saved The Day

<h2>Introduction to Minute MMM and Their Collaboration</h2>
<p>In today's fast-paced digital world, businesses are constantly seeking methods to enhance their marketing efficiency. One Sydney-based brand found success by partnering with Minute MMM, a leading marketing consultancy renowned for its innovative strategies. This case study explores how Minute MMM transformed the brand's approach, boosting its marketing efficiency significantly.</p>

<p>Minute MMM specializes in creating tailored marketing solutions that cater to the unique needs of each client. The Sydney brand, seeking to revitalize its marketing efforts, turned to Minute MMM to overcome specific challenges and achieve measurable results. The collaboration proved to be a game-changer.</p>

<figure id="figure-szuap5jerrmealpqi9"><img id="szuap5jerrmealpqi9" src="https://media.gettyimages.com/id/1348123506/photo/shot-of-a-young-businesswoman-using-a-whiteboard-while-brainstorming-with-her-colleagues-in.jpg?b=1&s=2048x2048&w=0&k=20&c=IKbhiUSIGFaOAk8SBEVADv84iVKuum6X-T86LTeHjKQ=" alt="marketing meeting" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Understanding the Challenges</h2>
<p>Before joining forces with Minute MMM, the Sydney brand faced several obstacles that impeded its marketing efficiency. The primary challenges included:</p>

<ul>
    <li>Disjointed marketing strategies leading to inconsistent messaging.</li>
    <li>Inefficient allocation of marketing resources.</li>
    <li>Difficulty in measuring the impact of marketing campaigns.</li>
</ul>

<p>Recognizing these hurdles, Minute MMM conducted a thorough analysis of the brand's existing marketing operations to identify areas for improvement.</p>

<h2>Crafting a Tailored Strategy</h2>
<p>Minute MMM's approach began with developing a comprehensive strategy that aligned with the brand's goals. This involved:</p>

<ol>
    <li><b>Streamlining Marketing Processes:</b> By integrating various marketing channels, Minute MMM ensured a cohesive brand message across platforms.</li>
    <li><b>Data-Driven Decision Making:</b> Implementing advanced analytics tools allowed for better tracking and assessment of campaign performance.</li>
    <li><b>Resource Optimization:</b> By reallocating resources effectively, the brand could focus on high-impact initiatives that drove results.</li>
</ol>

<figure id="figure-23r45u7lbdmealpqi9"><img id="23r45u7lbdmealpqi9" src="https://media.gettyimages.com/id/1280582431/photo/3d-abstract-wavy-spiral-background-neon-lighting.jpg?b=1&s=2048x2048&w=0&k=20&c=9oifVZDJCzF74sCQ7kveOrRabtKihL7zbhiIaI6sBis=" alt="digital strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Implementing Innovative Solutions</h2>
<p>With a solid strategy in place, Minute MMM introduced several innovative solutions to enhance the brand's marketing efficiency. These included:</p>

<ul>
    <li><b>Automation Tools:</b> Automating routine marketing tasks reduced manual effort and increased overall productivity.</li>
    <li><b>Personalized Campaigns:</b> Leveraging customer data allowed for more targeted and personalized marketing efforts.</li>
    <li><b>Continuous Monitoring:</b> Regular performance reviews ensured that strategies remained agile and responsive to market changes.</li>
</ul>

<p>These solutions not only addressed the initial challenges but also positioned the brand for sustained growth.</p>

<figure id="figure-pxj7z8r7nmealpqi9"><img id="pxj7z8r7nmealpqi9" src="https://media.gettyimages.com/id/1351050970/photo/shot-of-a-young-businesswoman-high-fiving-her-work-colleagues.jpg?b=1&s=2048x2048&w=0&k=20&c=jhHDmtIOyS-oHuo8wQuhua5x7zUz_wQRTkgyXW77LMM=" alt="teamwork success" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Achieving Remarkable Results</h2>
<p>The collaboration with Minute MMM yielded impressive results for the Sydney brand. Marketing efficiency improved dramatically, leading to:</p>

<ul>
    <li>A 30% increase in campaign ROI within six months.</li>
    <li>Enhanced brand visibility and customer engagement.</li>
    <li>A more streamlined and effective marketing department.</li>
</ul>

<p>The strategic partnership demonstrated the power of leveraging expert insights and cutting-edge tools to overcome marketing challenges.</p>

<h2>Conclusion: A Successful Partnership</h2>
<p>The case study of Minute MMM and the Sydney brand serves as an inspiring example of how businesses can achieve remarkable improvements in marketing efficiency. By addressing specific challenges and implementing tailored solutions, brands can transform their marketing operations and drive sustainable growth.</p>

<p>This successful collaboration underscores the importance of working with experienced partners like Minute MMM to navigate the complexities of modern marketing. As demonstrated, with the right strategy and execution, significant advancements are not only possible but attainable.</p>

Case Study: How Minute MMM Boosted a Sydney Brand's Marketing Efficiency

<h2>Introduction</h2><p>In today's competitive business landscape, startups often face the daunting challenge of making the most out of limited resources. For one Sydney-based startup, optimizing their marketing budget was crucial for growth and sustainability. Discover how they achieved remarkable results with the help of Minute MMM, a revolutionary marketing mix modeling tool designed to maximize marketing efficiency.</p><figure id="figure-k29f24pkjome6be6ey"><img id="k29f24pkjome6be6ey" src="https://media.gettyimages.com/id/2191092737/photo/marketing-team-analyzing-diagrams-and-graphs-during-a-meeting.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=n4apz1e3CoZMK46ep-i-IZh-iydTf6X65zjrxuF8onE=" alt="marketing strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/2191092737/photo/marketing-team-analyzing-diagrams-and-graphs-during-a-meeting.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=n4apz1e3CoZMK46ep-i-IZh-iydTf6X65zjrxuF8onE=" data-mce-style="aspect-ratio: 16/9;"></figure><h2>The Challenge</h2><p>Like many startups, this Sydney company had a tight marketing budget and needed to ensure every dollar spent was delivering maximum impact. Traditional methods of marketing analysis, which often involve complex spreadsheets and time-consuming processes, were not feasible for their lean team. They needed a solution that was both efficient and effective.</p><p>Without a clear understanding of which channels were driving the best results, the startup risked wasting resources on underperforming strategies. This is where Minute MMM came into play, offering a streamlined approach to marketing mix modeling.</p><h2>About Minute MMM</h2><p>Minute MMM is an innovative tool that provides businesses with actionable insights into their marketing efforts, helping them allocate their budget more effectively. By leveraging advanced data analytics, it delivers quick and precise analysis of various marketing channels, enabling companies to make informed decisions.</p><figure id="figure-zsn08zjixgme6be6ey"><img id="zsn08zjixgme6be6ey" src="https://cdn.durable.co/blocks/10FpEPRCFSHjENY9IdcKo3w8VziJ1Wyg3aiQb2HI3hVclBfWCxalxTLtt2y3ppGG.png" alt="More Than Data Minute MMM self-service marketing and media measurement system" title="More Than Data Minute MMM self-service marketing and media measurement system" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="" data-positionX="null" data-positionY="null" data-fullWidth="false"/></figure><h2>Implementation Process</h2><p>The startup began by integrating Minute MMM into their existing marketing framework. The tool quickly analyzed historical data across multiple channels, including digital advertising, social media, and email campaigns. This comprehensive analysis revealed patterns and trends that were previously unnoticed.</p><p>With these insights, the company could identify which channels were delivering the highest return on investment (ROI) and which needed adjustment. This enabled them to reallocate resources to maximize their budget efficiency.</p><h2>Results and Benefits</h2><p>After implementing the insights provided by Minute MMM, the startup experienced significant improvements in their marketing performance. Some of the key benefits included:</p><ul><li><strong>Increased ROI:</strong> By focusing on high-performing channels, the company saw a substantial increase in their overall ROI.</li><li><strong>Improved Efficiency:</strong> The startup was able to streamline their marketing operations, reducing waste and enhancing productivity.</li><li><strong>Data-Driven Decisions:</strong> With accurate data at their fingertips, they could make informed decisions quickly and confidently.</li></ul><figure id="figure-iq3qrn2gnime6be6ey"><img id="iq3qrn2gnime6be6ey" src="https://media.gettyimages.com/id/2193248014/photo/happy-businessman-talking-to-his-colleagues-in-hallway-of-a-convention-center.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=vnLXbIa2hstZkIaRyva_Poy1aUZK325Gzh4xBeu5mNo=" alt="team meeting" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/2193248014/photo/happy-businessman-talking-to-his-colleagues-in-hallway-of-a-convention-center.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=vnLXbIa2hstZkIaRyva_Poy1aUZK325Gzh4xBeu5mNo=" data-mce-style="aspect-ratio: 16/9;"></figure><h2>Conclusion</h2><p>The case of this Sydney startup demonstrates the power of leveraging technology like Minute MMM to optimize marketing budgets effectively. By providing clear insights into their marketing mix, Minute MMM enabled the startup to allocate resources more strategically and achieve better outcomes. For other businesses facing similar challenges, adopting such tools could be a game-changer in navigating the complexities of modern marketing.</p><p>As startups continue to evolve in an ever-changing market, tools like Minute MMM provide a competitive edge by ensuring that every marketing dollar is spent wisely.</p>

Case Study: How a Sydney Startup Optimized Their Marketing Budget with Minute MMM

Happy black woman, leadership or business in meeting for teamwork, diversity or research with smile. Manager, employee leader or girl worker portrait with success, motivation or planning mission goal

<h2>The Unanswered Question That Haunted Media Agencies</h2><p>Every media agency has its inside jokes — and then there are the inside frustrations.</p><p>One of ours was an evergreen question, whispered in the corridors, grumbled over coffee machines, and sometimes asked outright in meetings:</p><p><strong>"Why can’t we just get the Excel directly from Channel 9?"</strong></p><p>Back to the year 2019, the answer was simple: you can’t.</p><p>No matter how many times our TV planners asked, begged, or even cried (yes, cried), the network’s only post-campaign delivery format was PDF.</p><figure id="figure-itc5iinwiome51f4ep"><img id="itc5iinwiome51f4ep" src="https://cdn.durable.co/blocks/2dT2qSlzbGlcfH2W5h2gAHP3bJaOlFB27VmgZQ2hi67yv1wPiykP7CuCnRZyMlJU.png" alt="The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer" title="The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2dT2qSlzbGlcfH2W5h2gAHP3bJaOlFB27VmgZQ2hi67yv1wPiykP7CuCnRZyMlJU.png" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer</figcaption></figure><p>And so, with every new campaign, we braced ourselves for the same time-consuming dance between Channel 9’s output and our desperate need for structured data.</p><h2>2019: Enter the Galaxy Platform, But Not the Galaxy Solution</h2><p>That year, Channel 9 launched its Galaxy TV programmatic buying platform.</p><p>From a distance, it was sleek, impressive, and digital-first. But for those of us actually running campaigns, it still had an old-world bottleneck:</p><ul><li>We didn’t interact with Galaxy directly.<br></li><li>Instead, we talked to a salesperson at Channel 9.</li></ul><p>This salesperson was the human bridge.</p><p>They collected our budget, audience targets, and market needs.</p><p>They input that into Galaxy, booked the spots, and sent us the official results……in PDF.</p><p>The tech was futuristic. The output? Stuck in the last decade.</p><h2>The Young TV Buyers and the PDF Mountains</h2><p>We had a team of bright young TV buyers — sharp, ambitious, and fast learners.</p><p>But their weekly ritual was brutal:</p><ul><li>Receive a PDF report listing every TV spot — station, day, time, program, campaign, product, duration, type, break position, charge, expected audience reach, actual audience reach.<br></li><li>Open it in Adobe Acrobat Pro.<br></li><li>Export to Excel.<br></li><li>Discover the columns were misaligned, numbers misplaced, or worse — entire data points missing.<br></li><li>Spend hours cleaning and re-aligning the data.</li></ul><p>The example in this story had 15 pages — a relatively small job.</p><p>The typical size? 30–40 pages.</p><p><strong>The biggest monster? 137 pages of dense, unforgiving numbers.</strong></p><h2>2019 Wasn’t the Age of Magic AI</h2><p>Remember — this was 2019.</p><p>ChatGPT didn’t exist. AI wasn’t a one-click solution for your workflow problems.</p><p>The tools we had were clunky:</p><ul><li>Adobe Acrobat Pro exports produced messy, broken spreadsheets.<br></li><li>Online PDF-to-CSV converters made things even worse.<br></li><li>Everything had to be fixed by hand.</li></ul><p>And with weekly client meetings on the calendar, “fixing” often meant working late nights to get the numbers ready.</p><h2>Why the Television Audience Measurement Mattered So Much</h2><p>These PDFs weren’t just another spreadsheet — they were proof.</p><p>The data told advertisers:</p><ul><li>How much they spent<br></li><li>How many people they reached<br></li><li>Whether TV was driving results</li></ul><p><strong>Without clean, structured data, we couldn’t run post-campaign analysis. And without that analysis, we couldn’t prove the power of TV.</strong></p><p>The account manager knew this too well. Every Wednesday, he faced the client’s marketing manager and the same grilling:</p><ul><li><em>“How do TV spots boost our website visits?”</em><br></li><li><em>“Why did 15 seconds in Metro Sydney perform better than in Metro Melbourne?”</em><br></li><li><em>“What’s the real business impact beyond audience reach?”</em><br></li></ul><p>Without answers, he felt exposed. We even wrote about him once — how he’d lose sleep on Tuesday nights, knowing the interrogation that awaited.</p><p>This article shares how More Than Data empowered an account manager to face each Wednesday’s client meeting with confidence instead of dread. <a data-mce-href="https://morethandata.biz/blog/how-mmm-saved-an-account-manager-from-client-tough-questions-and-won-a-contract-renewal" href="https://morethandata.biz/blog/how-mmm-saved-an-account-manager-from-client-tough-questions-and-won-a-contract-renewal" target="_blank" data-mce-selected="inline-boundary">Click here and learn more</a>.&nbsp;</p><h2>The Breakthrough: More Than Data’s Automation Tool</h2><p>Everything changed when More Than Data built a Channel 9 PDF-to-CSV conversion tool.</p><figure id="figure-hm7k5z8ltome51zf91"><img id="hm7k5z8ltome51zf91" src="https://cdn.durable.co/blocks/fTJfkOi3FMjhb9zuPyPJCdYnL30ERUptxEjUpQsGqI37NkRLTVRaPq2IRfKGuIMl.png" alt="More Than Data Channel 9 Television Audience Measurement PDF to CSV Conversion Tool" title="More Than Data Channel 9 Television Audience Measurement PDF to CSV Conversion Tool" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 50%;" data-corners="default" data-aspect="3:2" data-caption="It may not win design awards, but this UI delivers exactly what’s needed" data-positionx="0%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/fTJfkOi3FMjhb9zuPyPJCdYnL30ERUptxEjUpQsGqI37NkRLTVRaPq2IRfKGuIMl.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 50%;"><figcaption class="body-normal text-gray-500 mt-2">It may not win design awards, but this UI delivers exactly what’s needed</figcaption></figure><p>This wasn’t just a quick fix — it was a data engineering solution.<br>It used:</p><ul><li>OCR (Optical Character Recognition) to read numbers from the PDF.<br></li><li><a data-mce-href="https://ocropus.github.io/" href="https://ocropus.github.io/" target="_blank" rel="noopener"><strong>Ocropus</strong></a>, an open-source OCR engine fine-tuned for Australian TV schedule layouts.<br></li><li>A custom ETL pipeline (Extract, Transform, Load) to ensure every data point — from “Dur” (duration) to “Actual 000s” (actual audience reached) — landed in the correct column.<br></li><li>Data flow design that validated, standardised, and output clean CSV files within minutes.</li></ul><h2>From 6 Hours to 2 Minutes</h2><p><strong>Before:</strong></p><ul><li><strong>2–3 buyers splitting the workload</strong><br></li><li><strong>6 hours per week spent just cleaning data</strong></li></ul><p><strong>After:</strong></p><ul><li><strong>Single run of the More Than Data tool</strong><br></li><li><strong>2 minutes from PDF to analysis-ready CSV</strong><br></li><li><strong>No stress. No anger. No late nights.</strong></li></ul><figure id="figure-msibgggname52vqgo"><img id="msibgggname52vqgo" src="https://cdn.durable.co/blocks/22jan1vHhlvZ0x5WPj7ssvNqTuHeTE4qQeJmNX7kR2rDyAcHaFvWHTni7ASzIDYg.png" alt="More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV" title="More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 50%;" data-corners="default" data-aspect="3:2" data-caption="More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV" data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/22jan1vHhlvZ0x5WPj7ssvNqTuHeTE4qQeJmNX7kR2rDyAcHaFvWHTni7ASzIDYg.png" data-mce-style="aspect-ratio: 3/2; object-position: 50% 50%;"><figcaption class="body-normal text-gray-500 mt-2">More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV</figcaption></figure><h2>Beyond Cleaning: TV Attribution Arrives</h2><p>More Than Data didn’t stop at data processing. They built a TV attribution framework linking:</p><ul><li>TV investment<br></li><li>Program type<br></li><li>Spot duration<br></li><li>Break position<br></li><li>Television audience measurement data…</li></ul><p>to business KPIs like website visits.&nbsp;</p><p>This meant we could answer, with evidence:</p><ul><li>Which programs drove more website traffic<br></li><li>Whether 15-second spots were cost-effective in specific markets<br></li><li>The ROI of different break positions<br></li></ul><p>The account manager’s Wednesdays transformed. He arrived with charts, insights, and confidence — ready to win, not just survive.</p><h2>The Technical Magic Behind the Curtain</h2><h3>OCR and Ocropus</h3><p>Most OCR tools stumble over complex tables. Ocropus, when trained on our data, could recognise tricky fonts, merged cells, and unusual layouts — exactly what Channel 9’s PDFs threw at us.</p><h3>ETL Workflow</h3><ul><li>Extract: Read PDF files directly from the source.<br></li><li>Transform: Map data points to the schema, clean formats, and check for errors.<br></li><li>Load: Output into analytics dashboards or CSV files.</li></ul><h3>Data Flow Design</h3><p>Every step was automated — no manual “check and fix” loops. If a value was missing or abnormal, the system flagged it instantly.</p><h3>The Results in Numbers</h3><ul><li><strong>Time saved</strong>: ~300 hours per year for this single agency<br></li><li><strong>Error rate</strong>: Dropped from high double-digits to &lt;0.5%<br></li><li><strong>Turnaround</strong>: From 5–6 days to same-day reporting<br></li><li><strong>Attribution</strong>: Fast-ever ability to link TV spend to site traffic<br></li></ul><h2>Why This Was Revolutionary in 2019</h2><p>In 2019, automation wasn’t a default expectation in media agencies. More Than Data delivered a solution that:</p><ul><li>Removed repetitive manual work<br></li><li>Enabled deeper analysis<br></li><li>Delivered ROI-proof faster than competitors<br></li></ul><p>All five years before “AI-driven workflows” became a marketing cliché.</p><h2>Looking Ahead</h2><p>Today, More Than Data’s automated data processing isn’t limited to Channel 9. It works across metro and regional markets:</p><h3>TV</h3><ul><li>Seven Network (Channel 7)<br></li><li>Network 10<br></li><li>SBS<br></li><li>ABC<br></li><li>WIN Television<br></li><li>Southern Cross Austereo (SCA TV)&nbsp;<br></li><li>Prime7<br></li><li>Imparja Television&nbsp;<br></li><li>NBN Television</li></ul><h3>OOH</h3><ul><li>oOh!media&nbsp;<br></li><li>JCDecaux&nbsp;<br></li></ul><h3>Radio</h3><ul><li>ARN: KIIS, Pure Gold, CADA<br></li><li>Southern Cross Austereo (SCA): Triple M, Hit Network<br></li><li>Nova Entertainment: Nova, Smooth FM<br></li><li>Nine Radio: 2GB, 3AW, 4BC, 6PR<br></li><li>Southern Cross Austereo (SCA): Regional Triple M, Hit stations<br></li><li>Capital Radio Network – Regional NSW, ACT<br></li><li>Resonate Broadcasting – Queensland, WA, NT<br></li></ul><p>For agencies, that means one unified workflow for all TV, OOH and Radio buying data — no matter the source.</p><h2>Conclusion: From Tears to Triumph</h2><p>What started as a desperate plea for Excel evolved into a complete automation and attribution framework.</p><p>The tool didn’t just save time — it changed how agencies proved the value of TV.</p><p>And it all began with a single question:</p><p><strong>“Why can’t we just get the Excel from Channel 9?”</strong></p><p>Thanks to More Than Data, now we can — and so much more.</p><h2>Post-credit Scene: More Than Data vs. Adobe — PDF-to-CSV Conversion</h2><p>We used Adobe Acrobat Pro to convert PDF to CSV, but it looks like there’s still a ton of manual fixing to do.</p><figure id="figure-ol6jqtm8scme5380ws" class=""><img id="ol6jqtm8scme5380ws" src="https://cdn.durable.co/blocks/38WZDub8qCtXsPFJ5PClTejbzlfL6n4LozepxgzOqwfNm7UoaJdPqwPp4jZvnglD.png" alt="Used Adobe Acrobat Pro to convert PDF to CSV, but it looks like there’s still a ton of manual fixing to do" title="Used Adobe Acrobat Pro to convert PDF to CSV, but it looks like there’s still a ton of manual fixing to do" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="50%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/38WZDub8qCtXsPFJ5PClTejbzlfL6n4LozepxgzOqwfNm7UoaJdPqwPp4jZvnglD.png" data-mce-style="aspect-ratio: 3/2; object-position: 50% 0%;"></figure><h2>Post-credit Scene: More Than Data vs. ChatGPT — PDF-to-CSV Conversion</h2><p>We went back and forth guiding ChatGPT, which helped improve its results. But keep in mind, this is the year 2025 — back in 2019, ChatGPT didn’t even exist. Even today, ChatGPT and More Than Data are on par, yet in reality, More Than Data has been highly automated and intelligent since as early as 2019.</p><figure id="figure-mkfezl8405me53b7sk"><img id="mkfezl8405me53b7sk" src="https://cdn.durable.co/blocks/1cTErrdb0LqyucDAbuJLZIF49cCbstEiGFcZ6PFjycqptmdPcJInqdgf0QfBDl8s.png" alt="ChatGPT PDF to CSV conversion failed" title="ChatGPT PDF to CSV conversion failed" class="object-cover bg-gray-100" style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1cTErrdb0LqyucDAbuJLZIF49cCbstEiGFcZ6PFjycqptmdPcJInqdgf0QfBDl8s.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure><figure id="figure-mw2udgwm67me53c45o"><img id="mw2udgwm67me53c45o" src="https://cdn.durable.co/blocks/6W4GxjGQ0PcK78iSnrpHCcA0KGnopkdYDtgSQxjsZD7pWL1kaPoT3JdT859fXA2A.png" alt="ChatGPT PDF to CSV conversion is not satisfactory yet even after rounds of prompting and guiding" title="ChatGPT PDF to CSV conversion is not satisfactory yet even after rounds of prompting and guiding" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: 0% 0%;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/6W4GxjGQ0PcK78iSnrpHCcA0KGnopkdYDtgSQxjsZD7pWL1kaPoT3JdT859fXA2A.png" data-mce-style="aspect-ratio: 16/9; object-position: 0% 0%;"></figure><figure id="figure-l8qmt91epbme53il21"><img id="l8qmt91epbme53il21" src="https://cdn.durable.co/blocks/188urwFdIN0RAKgvfoVYZSc8w56xy7ARqWG0CBnrfZ5sJYgj3WpL5SFEBeQuqxR1.png" alt="ChatGPT PDF to CSV conversion results with columns and values mispositioned" title="ChatGPT PDF to CSV conversion results with columns and values mispositioned" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/188urwFdIN0RAKgvfoVYZSc8w56xy7ARqWG0CBnrfZ5sJYgj3WpL5SFEBeQuqxR1.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure><p>Let's take a close look at the area marked by the red rectangle — the columns and values are still misaligned compared to the original PDF, even after multiple rounds of prompting. This test was done using a desensitized PDF, with the client, agency, campaign name, and Channel 9 contact person’s name all removed.</p><h2>Post-credit Scene: More Than Data vs. Online Free Tool — PDF-to-CSV Conversion</h2><p>We searched on Google and selected a highly ranked free online tool for PDF to CSV conversion. The results were poor—not only is there still significant manual work needed, but there’s also a potential risk of exposing the client’s confidential information to an external third party. For this test, we used a desensitized PDF with all client and agency private details removed.</p><figure id="figure-f8oejzchime53rgpz"><img id="f8oejzchime53rgpz" src="https://cdn.durable.co/blocks/2SqA2znT2tLd42rqeSNz9CxhhMTYGHrsFbGHAj5t6mePbLFPQkaNTaNcfGBfjhsy.png" alt="Online free PDF to CSV conversion tool failed " title="Online free PDF to CSV conversion tool failed " class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2SqA2znT2tLd42rqeSNz9CxhhMTYGHrsFbGHAj5t6mePbLFPQkaNTaNcfGBfjhsy.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure><figure id="figure-urkmvy8alume53si3f"><img id="urkmvy8alume53si3f" src="https://cdn.durable.co/blocks/36BWZpdIMUfr8NdnJUxvmOqGn7CoQABruUHtytZfYmUMuaeYAf1E0G4GB6HOqieY.png" alt="Online free PDF to CSV conversion tool results are messy and heavily mispositioned" title="Online free PDF to CSV conversion tool results are messy and heavily mispositioned" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/36BWZpdIMUfr8NdnJUxvmOqGn7CoQABruUHtytZfYmUMuaeYAf1E0G4GB6HOqieY.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure>

From Tears to Triumph: How More Than Data Automated Channel 9 TV Audience Measurement Before AI Was Cool

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<h2>Embracing AI in Marketing</h2><p>Artificial Intelligence (AI) has become an integral part of modern marketing strategies. It enables businesses to analyze vast amounts of data to gain insights into consumer behavior, predict trends, and automate various tasks. AI-driven tools are now being used for personalized content creation, targeted advertising, and customer service through chatbots. As AI technology continues to evolve, its influence on digital marketing will only grow stronger, making it essential for businesses to integrate AI into their strategies.</p><figure id="figure-cvam6e2nkomdp63y1b"><img id="cvam6e2nkomdp63y1b" src="https://media.gettyimages.com/id/2156590823/photo/artificial-intelligence-content-generator-a-man-uses-a-laptop-to-interact-with-ai-assistant.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=9w-sXW2wq7T9galyOnW0cInIFXReW2rkT-BOzAoDIMY=" alt="artificial intelligence marketing" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/2156590823/photo/artificial-intelligence-content-generator-a-man-uses-a-laptop-to-interact-with-ai-assistant.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=9w-sXW2wq7T9galyOnW0cInIFXReW2rkT-BOzAoDIMY=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Personalization at Scale</h3><p>Today's consumers expect personalized experiences tailored to their preferences and past interactions. With the help of AI and machine learning, marketers can now deliver personalization at scale. This means crafting unique messages, offers, and recommendations for individual consumers, thus enhancing engagement and conversion rates. By leveraging data from various touchpoints, businesses can create a seamless customer journey that resonates with their audience on a personal level.</p><h2>The Rise of Voice Search</h2><p>With the increasing popularity of smart speakers and voice-activated devices, voice search has become a significant trend in digital marketing. Consumers are now using voice commands to search for information, making it crucial for businesses to optimize their content for voice search compatibility. This involves focusing on natural language processing and long-tail keywords that match conversational queries. Brands that adapt to this trend are more likely to capture the attention of voice search users.</p><figure id="figure-43rvsxbi9rmdp63y1b"><img id="43rvsxbi9rmdp63y1b" src="https://media.gettyimages.com/id/984839768/photo/voice-recognition-search-technology-concept.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=PzCn_lknem3ResfGoLIkIuKbrFO0BEeIqQfZyrG3PLo=" alt="voice search" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/984839768/photo/voice-recognition-search-technology-concept.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=PzCn_lknem3ResfGoLIkIuKbrFO0BEeIqQfZyrG3PLo=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Video Content Dominance</h3><p>Video content continues to dominate the digital landscape, with platforms like YouTube, Instagram, and TikTok leading the charge. Video marketing is an effective way to engage audiences, convey messages quickly, and boost brand awareness. As consumers increasingly prefer video content over traditional text-based content, businesses must invest in creating high-quality videos that captivate and inform their target audience. Live streaming also offers an opportunity to interact with audiences in real time.</p><h2>Social Media Commerce</h2><p>Social media platforms have evolved beyond mere networking sites; they are now powerful commerce platforms. Instagram, Facebook, and Pinterest have integrated shopping features that allow users to purchase products directly within the app. This seamless shopping experience is convenient for consumers and lucrative for brands aiming to drive sales through social media. Businesses must optimize their social media presence and ensure their products are easily discoverable and purchasable.</p><figure id="figure-nj5lsbe5ffmdp63y1b"><img id="nj5lsbe5ffmdp63y1b" src="https://media.gettyimages.com/id/2172568076/photo/website-ads-digital-marketing-concept-advertising-on-social-media-ppc-ad-campaign-and.jpg?b=1&s=2048x2048&w=0&k=20&c=PfDjN793_DvmY-FtaE4ga4z3qbL1XdXKgard8IORKs8=" alt="Website ads, digital marketing concept. Advertising on social media. PPC ad campaign and performance metrics. Targeted inbound ads. 3D digital marketing with programmatic social network advertising" title="Website ads, digital marketing concept. Advertising on social media. PPC ad campaign and performance metrics. Targeted inbound ads. 3D digital marketing with programmatic social network advertising" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="null" data-positionY="null" data-fullWidth="false"/></figure><h3>Data Privacy and Security</h3><p>With the increasing amount of personal data exchanged online, data privacy and security have become paramount concerns for consumers. Regulatory frameworks like GDPR have heightened awareness about data protection, compelling businesses to prioritize transparent data practices. Marketers need to strike a balance between personalization and privacy, ensuring they comply with regulations while still providing valuable experiences for their customers.</p><h2>Influencer Marketing Evolution</h2><p>Influencer marketing has matured from a trendy buzzword to a well-established strategy in digital marketing. However, the focus is shifting towards authenticity and niche influencers who have genuine connections with their followers. Brands are now collaborating with micro-influencers who resonate more deeply with specific audiences, offering higher engagement rates compared to traditional celebrity endorsements. This approach allows businesses to tap into smaller, yet highly engaged communities.</p><figure id="figure-0bsgh90plcmdp63y1b"><img id="0bsgh90plcmdp63y1b" src="https://media.gettyimages.com/id/1320976219/photo/young-asia-lady-fashion-designer-using-mobile-phone-receiving-purchase-order-and-showing.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=-4mqiuQfxlVlnAcmQoxqtBys6EzZfOllWssh7lf7a7M=" alt="influencer marketing" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/1320976219/photo/young-asia-lady-fashion-designer-using-mobile-phone-receiving-purchase-order-and-showing.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=-4mqiuQfxlVlnAcmQoxqtBys6EzZfOllWssh7lf7a7M=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Sustainability and Ethical Marketing</h3><p>The growing awareness of environmental issues has led consumers to favor brands that prioritize sustainability and ethical practices. Marketing strategies now need to reflect these values, showcasing a brand's commitment to reducing its carbon footprint and supporting social causes. By promoting sustainable products and practices, businesses can build trust and loyalty among environmentally conscious consumers.</p><p>In conclusion, staying ahead of these top marketing trends is vital for businesses aiming to thrive in the ever-evolving digital landscape. By embracing technological advancements, prioritizing consumer preferences, and adhering to ethical standards, companies can create robust marketing strategies that drive success in today's competitive market.</p>

Top Marketing Trends Transforming Digital and Marketing Strategies

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<h2>Understanding Marketing Mix Modelling</h2><p>Marketing Mix Modelling (MMM) is a powerful tool used by businesses to assess the effectiveness of their marketing strategies. By analyzing various elements such as advertising, pricing, and distribution channels, MMM helps companies optimize their marketing efforts for better results. However, like any analytical tool, it comes with its own set of challenges. Here, we will explore some common mistakes in marketing mix modelling and how to avoid them.</p><figure id="figure-2eeu1d88h3mdkvs7kt"><img id="2eeu1d88h3mdkvs7kt" src="https://media.gettyimages.com/id/484066179/photo/marketing-mix-puzzle-shows-marketplace-place-price-product-and-p.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=1asBGtnTAm-fZvW01Xdxx-JAlEGvjUuynj_uyhcsFrk=" alt="Marketing Mix Puzzle Shows Marketplace Place Price Product And P" title="Marketing Mix Puzzle Shows Marketplace Place Price Product And P" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="null" data-positiony="null" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/484066179/photo/marketing-mix-puzzle-shows-marketplace-place-price-product-and-p.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=1asBGtnTAm-fZvW01Xdxx-JAlEGvjUuynj_uyhcsFrk=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Ignoring Data Quality</h3><p>One of the most critical aspects of marketing mix modelling is the quality of the data used. Poor data quality can lead to inaccurate results, rendering the analysis ineffective. To avoid this, ensure that the data collected is clean, reliable, and relevant. Establish a robust data collection and validation process to maintain high standards.</p><h3>Overlooking External Factors</h3><p>MMM often focuses on internal marketing factors, but external influences such as economic conditions or competitive actions can significantly impact results. Ignoring these can skew your findings. Incorporate external data sources into your model to gain a comprehensive understanding of all factors affecting your marketing performance.</p><figure id="figure-gryunb6tnmdkvs7kt"><img id="gryunb6tnmdkvs7kt" src="https://media.gettyimages.com/id/2224574853/photo/a-word-or-quote-about-confidence-that-is-confidence-comes-from-within-genuine-self-assurance.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=YxPa_3Rhh_CBJvOtHvkxyE9FEbAIBKkRrccXc2lKcKU=" alt="external factors" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/2224574853/photo/a-word-or-quote-about-confidence-that-is-confidence-comes-from-within-genuine-self-assurance.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=YxPa_3Rhh_CBJvOtHvkxyE9FEbAIBKkRrccXc2lKcKU=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Excessive Focus on Short-term Metrics</h3><p>While short-term performance indicators are important, overemphasizing them may lead to neglecting long-term brand equity and customer loyalty. Balance your focus between short-term gains and long-term strategic goals to ensure sustainable growth.</p><h3>Not Customizing Models</h3><p>Each business has unique characteristics, and a one-size-fits-all approach often fails to capture these nuances. Customize your marketing mix models to reflect your specific market conditions, industry dynamics, and business goals. Tailoring your model will yield more relevant insights and actionable recommendations.</p><figure id="figure-1xwj9pplvxmdkvs7kt"><img id="1xwj9pplvxmdkvs7kt" src="https://media.gettyimages.com/id/530538797/photo/marketing-mix.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=LtWvQDVJhDQJryaQkqpAFvRHL5r1Y6GfnaPDfAnWEEo=" alt="Marketing mix" title="Marketing mix" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="null" data-positiony="null" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/530538797/photo/marketing-mix.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=LtWvQDVJhDQJryaQkqpAFvRHL5r1Y6GfnaPDfAnWEEo=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Neglecting Model Validation</h3><p>A model is only as good as its validation process. Failing to validate your model can lead to a false sense of accuracy. Regularly test your model against real-world outcomes to ensure its reliability. Use techniques like back-testing and cross-validation to gauge its predictive power.</p><h3>Ignoring Channel Interactions</h3><p>Marketing channels do not operate in silos; they interact with each other in complex ways. Ignoring these interactions can lead to misleading conclusions. Consider the synergies and interactions between different channels to optimize your overall marketing strategy.</p><h3>Underestimating Model Complexity</h3><p>Simplifying a model too much can result in losing valuable insights, while excessive complexity can make it difficult to interpret results. Strive for a balance by developing a model that captures essential dynamics without becoming unwieldy or overly complicated.</p><figure id="figure-u5o4a5xaxpmdkvs7kt"><img id="u5o4a5xaxpmdkvs7kt" src="https://media.gettyimages.com/id/1397697900/photo/open-notepad-with-inscription-4ps-of-marketing-product-price-place-and-promotion.jpg?b=1&s=2048x2048&w=0&k=20&c=U2piRbWIMwWpicg3cK9pYVQpQUAVghv5jffMqenOug4=" alt="model complexity" title="model complexity" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="null" data-positionY="null" data-fullWidth="false"/></figure><h3>Lack of Continuous Improvement</h3><p>Marketing environments are dynamic, and what works today may not work tomorrow. Failing to update and refine your models can lead to outdated strategies. Continuously monitor performance and adjust your models as needed to stay ahead of market changes.</p><p>By understanding and avoiding these common mistakes, you can enhance the effectiveness of your marketing mix modelling efforts. With accurate data, comprehensive analysis, and continuous improvement, you can derive valuable insights that drive successful marketing strategies.</p>

10 Common Mistakes in Marketing Mix Modelling and How to Avoid Them

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