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<p>In today’s ever-evolving media landscape, marketing professionals face increasing pressure from brands to deliver effective and data-driven strategies. Media agencies must integrate various data sources—spend, post-campaign metrics, audience insights, consumer behaviors—into their workflows to stay competitive. <strong>Marketing Mix Modeling (MMM)</strong> is emerging as a powerful tool to support this transformation. But who inside a media agency would benefit the most from MMM? Is it the media strategist, the media planner, or someone else?</p><h3>The Role of a Media Strategist and Why MMM Matters</h3><p>A media strategist is responsible for designing high-level media strategies that align with brand objectives. They analyze market trends, consumer behavior, and competitive activities to develop media frameworks that maximize campaign effectiveness.</p><p><strong>Why MMM is Essential for Media Strategists:</strong></p><ul><li><strong>Data-Driven Decision Making</strong>: MMM allows strategists to quantify the impact of past media investments, ensuring their recommendations are backed by historical performance data rather than just intuition.<br></li><li><strong>Optimizing Cross-Channel Strategies</strong>: With the fragmentation of media channels, MMM helps strategists identify which media touchpoints contribute most to the KPI, enabling better allocation of budgets.<br></li><li><strong>Justifying Strategies to Clients</strong>: Brands are demanding more accountability and ROI insights from agencies. MMM provides a structured approach to demonstrate how different media investments drive business results.</li></ul><p><strong>Example Without MMM: </strong></p><p>A strategist develops a media plan based on prior experience and industry trends. However, without MMM, they struggle to quantify which media channels truly drive sales. If the client questions their recommendations, the strategist lacks solid data to support their claims, potentially leading to budget cuts or loss of trust.</p><h3>The Role of a Media Planner and Why MMM is a Game-Changer</h3><p>Media planners translate strategic vision into actionable media plans. They decide on media buying tactics, channel mix, budget allocation, and campaign execution.</p><p><strong>Why MMM is Essential for Media Planners:</strong></p><ul><li><strong>Precision in Media Buying</strong>: MMM helps planners fine-tune budget allocations by revealing the most effective media investments.<br></li><li><strong>Forecasting Performance</strong>: With predictive modeling, planners can anticipate how adjustments in media spend will impact KPIs, reducing guesswork.<br></li><li><strong>Reducing Wasted Spend</strong>: MMM highlights underperforming channels, allowing planners to reallocate budgets efficiently and avoid wasteful spending.</li></ul><p><strong>Example Without MMM: </strong></p><p>A media planner distributes a client’s budget across different channels based on standard benchmarks. However, without MMM insights, they may over-invest in underperforming channels, leading to inefficient spend and missed opportunities to maximize impact. This results in lower ROI, and the agency risks losing the client.</p><h3>Beyond Strategists &amp; Planners: Who Else Can Benefit from MMM?</h3><p>While media strategists and planners are the primary users of MMM, other professionals inside and outside of media agencies can also benefit:</p><ul><li><strong>Account Directors &amp; Client Leads</strong>: They need strong data-backed narratives to retain and grow client relationships.<br></li><li><strong>Marketing Analysts</strong>: They analyze media impact and require robust attribution models for campaign effectiveness reporting.<br></li><li><strong>Brand Marketers &amp; CMOs</strong>: On the client side, brand marketers increasingly demand sophisticated measurement tools to justify their media investments.<br></li><li><strong>Marketing Technology Specialists</strong>: Responsible for tool adoption, they ensure the agency remains competitive in measurement capabilities.</li></ul><h3>MMM: A Competitive Edge for Media Agencies</h3><p>We understand that media agencies have been operating successfully without MMM. However, the landscape has shifted. Brands are demanding more accountability, competition among agencies is fierce, and media fragmentation makes decision-making more complex. Agencies that adopt MMM will have an edge in optimizing media strategies, justifying their work, and retaining clients. Those that don’t risk falling behind.</p><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener" data-mce-selected="inline-boundary"><strong>More Than Data</strong></a>, we don’t just provide an MMM tool—we deeply understand the media agency business model and operational workflows. Our solution seamlessly integrates into your processes, ensuring a smooth transition without disrupting your current way of working.</p><p>MMM isn’t a mandatory choice, but it’s a strategic one. The agencies that leverage it will outpace their competitors. Don’t be left behind—take action now and <a data-mce-href="https://morethandata.biz/minute-mmm" href="https://morethandata.biz/minute-mmm" target="_blank" rel="noopener"><strong>get started with us</strong></a>!</p>

Is MMM for Media Strategists, Media Planners, or Someone Else?

<h2>Understanding the Importance of Marketing Analytics Software</h2><p>In today's digital age, marketing analytics software has become an essential tool for businesses looking to thrive in competitive markets. For businesses, understanding how to leverage these tools effectively can mean the difference between stagnation and growth. Marketing analytics solutions provide insightful data that can help tailor strategies, optimize campaigns, and ultimately drive better results.</p><figure id="figure-3gc15sx48mm6vprdhf"><img id="3gc15sx48mm6vprdhf" src="https://media.gettyimages.com/id/917844420/photo/financial-and-technical-data-analysis-graph-showing-search-findings.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=CnA_8UcYKgPbWeN82hy1GkNRTCM6Ps3rYysgf4aYEpo=" alt="marketing analytics" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/917844420/photo/financial-and-technical-data-analysis-graph-showing-search-findings.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=CnA_8UcYKgPbWeN82hy1GkNRTCM6Ps3rYysgf4aYEpo=" data-mce-style="aspect-ratio: 16/9;"></figure><p>With an abundance of options available, choosing the right marketing analytics software can be overwhelming. It's crucial to understand your business's specific needs and goals before making a decision. Whether you're a small startup or an established enterprise, selecting the right tool can enhance your marketing efforts significantly.</p><h3>Key Features to Consider</h3><p>When evaluating marketing analytics software, consider the features that align with your business objectives. Here are some critical aspects to look for:</p><ul><li><strong>Data Integration:</strong> Ensure the software can integrate with other tools you use, such as CRM systems and social media platforms.</li><li><strong>User-Friendly Interface:</strong> A simple, intuitive dashboard can save time and reduce the learning curve for your team.</li><li><strong>Real-Time Analytics:</strong> Access to up-to-date data allows for timely decision-making and strategy adjustments.</li></ul><h3>Comparing Popular Options</h3><p>Businesses have access to a range of marketing analytics tools, each with unique strengths. Some popular choices include:</p><ol><li><strong>Google Analytics:</strong> A comprehensive, free tool ideal for tracking website traffic and user behavior.</li><li><strong>HubSpot:</strong> Offers robust integration capabilities and is particularly beneficial for inbound marketing strategies.</li><li><strong>Tableau:</strong> Known for its powerful data visualization features, helping businesses make sense of complex data sets.</li></ol><figure id="figure-h2dyiebo0fm6vprdhf"><img id="h2dyiebo0fm6vprdhf" src="https://media.gettyimages.com/id/1577017327/photo/graph-stock-chart-stock-market-digital-fui.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=My_GyVNC2htzDmCH0gWxI705kX8Vw1V8N1FLA_GaxVE=" alt="data visualization" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/1577017327/photo/graph-stock-chart-stock-market-digital-fui.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=My_GyVNC2htzDmCH0gWxI705kX8Vw1V8N1FLA_GaxVE=" data-mce-style="aspect-ratio: 16/9;"></figure><p>Each of these options offers distinct advantages depending on your business's size, industry, and specific needs. Conducting a thorough comparison based on these factors can help narrow down your choices.</p><h3>The Role of Budget in Decision-Making</h3><p>Budget is a critical factor when choosing marketing analytics software. While some tools offer free versions or tiers, others might require a significant investment. Consider the return on investment (ROI) that the software is likely to provide. Investing in a more expensive solution could be justified if it offers advanced features that align with your long-term business goals.</p><p>It's also worth exploring any potential hidden costs, such as training fees or additional support costs. Ensure that you have a clear understanding of the total financial commitment before making a decision.</p><figure id="figure-gg0046e6hhm6vprdhf"><img id="gg0046e6hhm6vprdhf" src="https://media.gettyimages.com/id/1168618923/photo/japanese-man-calculating-financial-bills-at-home.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=C0gKVZstqh-Gj_O611ytQKOTmRqU7Symac-mlAXzy7Q=" alt="budget planning" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/1168618923/photo/japanese-man-calculating-financial-bills-at-home.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=C0gKVZstqh-Gj_O611ytQKOTmRqU7Symac-mlAXzy7Q=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Trial Periods and Demos</h3><p>Most marketing analytics software providers offer trial periods or demos. Taking advantage of these opportunities allows you to test the software's functionality and determine if it meets your needs. Engage your marketing team in this process to gather diverse feedback and ensure that the chosen software is user-friendly and effective across different departments.</p><p>During trials, pay attention to how easily the software integrates with your existing systems and whether it offers the insights you need to improve your marketing strategies.</p><h3>Making the Final Decision</h3><p>Once you’ve thoroughly evaluated your options, it's time to make a decision. Choose a solution that not only meets your current needs but also has the scalability to support future growth. A well-chosen marketing analytics tool will empower your business to make data-driven decisions, optimize campaigns, and ultimately achieve better results.</p><p>Remember, the right tool can provide invaluable insights into customer behavior, campaign performance, and overall marketing effectiveness, setting your business on a path to success in vibrant market.</p>

Choosing the Right Marketing Analytics Software for Your Business

<p>When preparing for a <strong>Marketing Mix Modeling (MMM)</strong> project, media agencies often struggle with messy and chaotic workflows. The data itself isn’t inherently disorganized, but the way it is handled causes quality issues, delays, and inefficiencies. In this article, we explore why this happens and provide simple, effective solutions to overcome these challenges—without diving into large-scale cloud storage systems like GCP, AWS S3, or Azure. Since most data management within media agencies revolves around Excel, our solutions focus on practical Excel-based methods.</p><h3>Scattered Files: The Library Analogy</h3><p>Multiple Excel files related to the same client and project are often stored in different locations. This is similar to how we save personal files on our computers without a clear archive system—eventually, we forget what’s been saved and where. Media agencies frequently spend excessive time searching for and confirming the correct Excel files.</p><p><strong>Solution</strong>: Think of a well-organized library with a cataloging system. Media agencies should adopt a structured approach to file storage, using designated folders with clear naming conventions. A centralized directory (even if just on a shared drive) can significantly improve efficiency.</p><h3>Multiple Versions of the Same Data: The Versioning Problem</h3><p>It’s common to find multiple versions of the same dataset across different Excel files. While each version contains some correct data, inconsistencies creep in, making it difficult to determine which records are accurate.</p><p><strong>Solution: </strong>Maintain only two core Excel files:</p><ul><li><strong>A working Excel file</strong> for daily updates and modifications.<br></li><li><strong>A validated archive Excel file</strong>, updated only after receiving formal confirmation and sign-off from a designated person. This serves as the source of truth.</li></ul><p>By separating these two functions, media agencies can eliminate unnecessary versions and confusion.</p><h3>The Missing Documentation: Data Traceability</h3><p>Without proper documentation, it’s difficult to track the origin, updates, and modifications of datasets. This leads to inefficiencies and confusion when retrieving past data.</p><p><strong>Solution: </strong>Maintain a simple documentation file (e.g., a Word document or Excel log) that records:</p><ul><li>File names and locations<br></li><li>Creation and last edited dates<br></li><li>Data processing steps<br></li><li>Any changes in data structure or metrics</li></ul><p>This document acts as a "data diary," providing a clear history of all data updates and making it easier to onboard new team members.</p><h3>Developing Good Data Management Habits</h3><p>Media agencies operate in a fast-paced environment with frequent meetings and tight deadlines. This often leads to neglecting structured data management practices.</p><p><strong>Solution</strong>: Cultivate daily habits for data organization. <strong>Media strategists and planners</strong>—who use data extensively—should take responsibility for:</p><ul><li>Organizing and archiving data consistently<br></li><li>Maintaining the two core Excel files<br></li><li>Updating documentation regularly</li></ul><p>Since this process doesn’t require advanced tools—<strong>just Excel and Word</strong>—it’s easy to start immediately.</p><h3>A Simple Framework for Evaluating Data Management</h3><p>Media agencies should assess their data management practices using the following criteria:</p><ul><li>Do they maintain only two key Excel files (dynamic and static)?<br></li><li>Do they keep clear documentation of data sources and changes?<br></li><li>Can they quickly retrieve necessary files without confusion?</li></ul><p>If the answer is yes, congratulations! If not, now is the time to take action and implement structured data management processes.</p><h3>Partner with Us for Better Data Management</h3><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank"><strong>More Than Data</strong></a>, we specialize in helping media agencies streamline data handling, making their work easier and improving the accuracy of media measurement. We’ve partnered with several agencies across Australia and New Zealand, bringing expertise in data governance and management.</p><p>If these challenges sound familiar, <a data-mce-href="https://morethandata.biz/minute-mmm" href="https://morethandata.biz/minute-mmm" target="_blank" data-mce-selected="inline-boundary"><strong>reach out to us</strong></a>. We’re here to help you take control of your data and optimize your MMM projects effortlessly.</p>

Taming the Chaos: How Media Agencies Can Streamline Data Management for MMM Projects

<p><strong>Marketing Mix Modeling (MMM)</strong> has become an essential tool for businesses looking to optimize their marketing investments. However, selecting the right MMM partner is not as straightforward as it may seem. Many vendors claim to provide the best solutions, but the reality is that MMM is a complex process requiring careful consideration. Here’s how to properly choose your MMM partner.</p><h3>Understanding Data Requirements: Comprehensive but Not Perfect</h3><p>MMM relies on multiple data sources, including key performance indicators (KPIs), media spend, marketing activities, and external factors such as seasonality and economic indicators. However, ensuring that data is 100% comprehensive and complete is virtually impossible. No vendor can guarantee absolute completeness.</p><p>A more reasonable approach is to collect as much logically and conceptually relevant data as possible. The goal is not to achieve perfect data coverage but to use the available data to explain the variations in the KPI effectively. MMM is an approximation process, where insights are drawn from a limited but meaningful dataset. An MMM partner who understands this and works to maximize the utility of known data is far more valuable than one making unrealistic claims of data perfection.</p><h3>Different Modeling Approaches: There’s No One-Size-Fits-All</h3><p>Different MMM vendors employ different modeling techniques. Some may use traditional linear regression, while others might leverage Bayesian models. The key question isn’t which method is superior; rather, it is whether the model logically and reasonably explains the KPI variations.</p><p>Unlike some fields with definitive ground truth and governing bodies, MMM lacks a universally accepted methodology or regulatory authority. This means that as long as the modeling approach provides a reasonable and transparent way to approximate KPIs, it is a valid option. A good MMM partner will be open about their approach and explain their reasoning in a clear and understandable way.</p><h3>Model Assessment: No Standardized Evaluation</h3><p>Since there is no universally accepted gold standard for assessing MMM models, different vendors use different validation techniques. Some emphasize traditional statistical tests to ensure model validity and reliability, while others prioritize metrics such as R-squared, p-values, mean squared error, or hold-out testing.</p><p>The right MMM partner should not just focus on one or two metrics but rather take a holistic approach to model evaluation. They should be able to justify their choice of validation methods and demonstrate how these ensure the accuracy and reliability of the model.</p><h3>Balancing Statistical Rigor with Business Relevance</h3><p>MMM is not just a statistical exercise; it must also align with business and commercial considerations. The ultimate users of MMM insights are media strategists and planners, who need practical and actionable insights to inform their strategies.</p><p>A model that meets all statistical criteria but fails to provide actionable recommendations for marketing decision-makers is of little value. The best MMM partners balance statistical rigor with commercial applicability, ensuring that the model’s outputs are both reliable and useful for business strategy.</p><h3>Beware of AI-Driven Hype</h3><p><strong>Artificial Intelligence (AI)</strong> has become a buzzword in marketing analytics, but it’s important to remain skeptical. Some vendors overstate AI’s role, using it as a catch-all term to obscure a lack of transparency in their models. If an MMM vendor cannot clearly explain their model and instead attributes its performance to AI, this is a red flag.</p><p>MMM has been around for decades, long before AI became a mainstream technology. While AI may help automate certain aspects of modeling, it does not replace the fundamental principles of MMM. A trustworthy MMM partner should be able to explain their approach without relying on vague AI jargon.</p><h3>The Ultimate Test: Reproducibility</h3><p>One of the most important aspects of any MMM model is its reproducibility. A well-documented model should allow users to reproduce results using the same input data and transformation formulas. Transparency in modeling parameters and mathematical transformations is crucial to ensure credibility.</p><p>If an MMM vendor provides a "black-box" solution where the methodology is unclear or non-reproducible, this is a major warning sign. The best way to verify an MMM model is to rerun it with the same inputs and obtain the same or highly similar results. A reputable MMM partner will provide all necessary details to facilitate this process.</p><h3>Conclusion: Finding the Right MMM Partner</h3><p>Choosing the right MMM partner requires careful consideration of their approach to data, modeling methodologies, validation techniques, business relevance, and transparency. Beware of vendors who overpromise on data completeness, rely on AI buzzwords, or offer black-box solutions with no reproducibility.</p><p>The best MMM partners understand that modeling is an approximation process, that different methodologies can be valid, and that statistical rigor must be balanced with business needs. They provide transparent, reproducible models that empower businesses to make informed marketing decisions.</p><p>By focusing on these criteria, you can select an MMM partner who truly adds value to your marketing strategy rather than one who simply follows industry hype.</p><p>If you are looking for an MMM partner but are unsure about where to start, why not just talk to us? <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" data-mce-selected="inline-boundary"><strong>We are here to help</strong></a>!</p>

How to Properly Choose Your Marketing Mix Modeling Partner

<h2>Understanding Seasonal Marketing</h2>
<p>Seasonal marketing involves adapting your marketing strategies to align with certain times of the year, such as holidays, weather changes, or cultural events. For Australian companies, leveraging these periods can significantly boost engagement and sales. By using Software as a Service (SaaS) analytics, businesses can gain deeper insights into customer behavior and preferences during these key times.</p>

<p>SaaS analytics provide real-time data that enable companies to make informed decisions quickly. This is especially important in a fast-paced market where consumer trends can change rapidly. By analyzing this data, businesses can tailor their marketing strategies to meet the demands of the season.</p>

<figure id="figure-xh04xw882cm6rfg35j"><img id="xh04xw882cm6rfg35j" src="https://media.gettyimages.com/id/2131523384/photo/nature-plants-flowers-presentation-mockup-stage-podium-product-background.jpg?b=1&s=2048x2048&w=0&k=20&c=iCLs3x2OL3Dhil__jVDKmoB0nwrqHd_qs9ePe0CuvcE=" alt="seasonal marketing" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Utilizing SaaS Analytics for Effective Seasonal Campaigns</h2>
<p>One of the primary advantages of SaaS analytics is the ability to segment your audience based on various criteria, such as purchase history, location, and preferences. By doing this, Australian companies can create targeted campaigns that resonate more effectively with their audience. This segmentation helps in crafting personalized messages that are more likely to convert.</p>

<p>In addition, SaaS analytics can help businesses track the performance of their seasonal campaigns in real-time. This allows for quick adjustments and optimizations, ensuring that marketing efforts are always aligned with customer expectations and market conditions.</p>

<figure id="figure-czm2l81o9cm6rfg35j"><img id="czm2l81o9cm6rfg35j" src="https://media.gettyimages.com/id/2157709105/photo/data-fabric-ai-artificial-intelligence-powered-analytics-data-data-verse-big-data-data.jpg?b=1&s=2048x2048&w=0&k=20&c=gYImeeQslIntNzWrO8iIyRALiovJOudFMtQ4GEeUQm8=" alt="data analysis" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Predicting Trends and Consumer Behavior</h3>
<p>SaaS tools also offer predictive analytics, which can be incredibly useful for anticipating future trends and consumer behavior. By analyzing past data and current market conditions, businesses can forecast which products or services are likely to be in demand during specific seasons. This foresight enables companies to stock up on inventory or adjust their offerings accordingly.</p>

<p>Moreover, understanding consumer behavior patterns helps in designing promotions and discounts that are more appealing during certain times of the year. For instance, offering special deals during the summer holiday season could attract more customers looking for leisure-related products or services.</p>

<figure id="figure-15xwstdopcm6rfg35j"><img id="15xwstdopcm6rfg35j" src="https://media.gettyimages.com/id/1199884505/photo/woman-in-shopping-mall.jpg?b=1&s=2048x2048&w=0&k=20&c=ROiGHst7DY0i0WyyV4Fc-SImbnBQ2uxKp-706kI8Z1s=" alt="customer trends" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Enhancing Customer Engagement</h2>
<p>Customer engagement is crucial for any successful seasonal marketing campaign. SaaS analytics platforms provide tools to enhance interaction with customers through personalized communication channels. Whether it's through email marketing, social media, or direct messaging, these platforms can automate and tailor messages to individual customer needs.</p>

<p>This level of personalization not only increases customer satisfaction but also strengthens brand loyalty. Engaged customers are more likely to return and make repeat purchases, turning seasonal shoppers into long-term clients.</p>

<h3>Measuring Success and ROI</h3>
<p>Finally, measuring the success of seasonal marketing strategies is essential for understanding what works and what doesn’t. SaaS analytics offer comprehensive reports and dashboards that display key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and return on investment (ROI).</p>

<p>By regularly reviewing these metrics, Australian companies can refine their strategies for future seasonal campaigns. This continuous improvement process ensures that each marketing effort becomes more efficient and effective over time.</p>

<figure id="figure-3amqu7sbl7m6rfg35j"><img id="3amqu7sbl7m6rfg35j" src="https://media.gettyimages.com/id/1887449067/photo/confident-businessman-in-modern-office.jpg?b=1&s=2048x2048&w=0&k=20&c=t7lPpv8khkhF5ZXW1w5wQLekaIqG_8Tb_LJ87_mFLz0=" alt="business growth" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Conclusion</h2>
<p>Incorporating SaaS analytics into seasonal marketing strategies offers Australian companies a competitive edge by providing valuable insights and enabling data-driven decisions. From predicting trends to enhancing customer engagement, these tools help businesses optimize their campaigns for maximum impact.</p>

<p>As Australian companies embrace the power of SaaS analytics, they can look forward to more successful seasonal marketing efforts that not only capture the attention of consumers but also drive sustained growth.</p>

Seasonal Marketing Strategies Using SaaS Analytics: Tips for Australian Companies

<p>Marketing agencies today face a tough reality: data rules everything. But while big players like WPP, Omnicom, Interpublic, and Publicis have entire teams dedicated to media measurement, smaller agencies are left scrambling. Limited resources, outdated methods, and a reliance on gut instinct rather than data-driven insights make it increasingly difficult to run high-performing campaigns.</p><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, we see this gap—and we’re here to fix it. <a data-mce-href="https://morethandata.biz/minute-mmm" href="https://morethandata.biz/minute-mmm" target="_blank"><strong>We provide budget-friendly, DIY marketing mix modeling (MMM) solutions designed specifically for smaller media agencies</strong></a>. We believe data should be an asset, not an obstacle, and our goal is to make MMM accessible, easy, and effective for agencies that don’t have an army of data scientists at their disposal.</p><h3>Why Traditional Media Planning No Longer Works</h3><p>Once upon a time, media planning was simpler. TV was a major player, and knowing that TV drives brand awareness was often enough. Fast forward to today, and that level of understanding just doesn’t cut it anymore. Why? <strong>Because media is more complex than ever</strong>.</p><p>Consider TV advertising. It’s no longer just “TV works.” Now, agencies need to ask:</p><ul><li><strong>Which network works best?</strong> Channel 7, Channel 9, Channel 10?<br></li><li><strong>Which regions perform better?</strong> Metro, regional?<br></li><li><strong>Which stations deliver results?</strong> 9Go, 9Gem, 9Life?<br></li><li><strong>What’s the impact of different time slots?</strong> Breakfast vs. lunchtime vs. prime time?<br></li><li><strong>What’s the ideal ad duration?</strong> 15 seconds? 30 seconds?</li></ul><p>This level of granularity means media planning and buying must be backed by data—not just gut instinct. And this applies not just to TV, but to digital, social, print, and out-of-home advertising as well. The challenge? <strong>Data management is a nightmare.</strong></p><h3>Smaller Agencies, Bigger Challenges</h3><p>Big agencies have the money, the tech, and the teams to navigate the complexities of modern media measurement. They can afford to hire data analysts, invest in sophisticated tools, and build custom MMM models. Smaller agencies? Not so much.</p><p>Instead, they’re stuck with:</p><ul><li><strong>Messy, unstructured data</strong> that’s difficult to process.<br></li><li><strong>Time-consuming manual reporting</strong> that eats up hours.<br></li><li><strong>Guesswork-based strategies</strong> rather than real insights.<br></li><li><strong>A growing competitive disadvantage </strong>against larger firms.</li></ul><p>In short, <strong>it’s not a fair fight—but we’re here to change that</strong>.</p><h3>How More Than Data Levels the Playing Field</h3><p>Imagine a world where marketing mix modeling isn’t just for enterprise agencies. That’s exactly what <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a> is building.</p><p>✅ <strong>Budget-Friendly:</strong> We believe MMM should be affordable, not a luxury. Our solution is designed for smaller agencies with tight budgets.</p><p>✅ <strong>DIY &amp; User-Friendly:</strong> You don’t need a PhD in data science. Our MMM tool is intuitive, easy to use, and doesn’t require coding skills.</p><p>✅ <strong>Customizable &amp; Scalable:</strong> Every agency is different. Our tool adapts to your needs, whether you manage small local campaigns or larger-scale media buys.</p><p>✅ <strong>Actionable Insights, Fast:</strong> Stop wasting time with complex reports. We provide clear, easy-to-interpret insights that you can actually use.</p><h3>Why Now? Because Data Won’t Wait.</h3><p>Let’s be honest: <strong>the old way of media planning is dead</strong>. Relying on assumptions and human experience alone is a one-way ticket to wasted ad spend and missed opportunities. Data is the new currency, and without it, agencies are flying blind.</p><p>The problem isn’t that smaller agencies don’t see the value of MMM. They do. The problem is that the available solutions are <strong>too expensive, too complicated, or both</strong>. More Than Data removes these barriers so that agencies of all sizes can finally harness the power of marketing mix modeling—without breaking the bank.</p><h3>Join Us – Because We Get It</h3><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, we’re not just another software provider. We breathe as you breathe, we feel what you feel. We know what it’s like to fight for every client, every dollar, every campaign. And we’re here to help.</p><p>The future of media strategy is data-driven, and you don’t have to be left behind. <a data-mce-href="https://morethandata.biz/contact-us" href="https://morethandata.biz/contact-us" target="_blank"><strong>Come with us, let’s make data work for you</strong></a>.</p>

More Than Data: Making Marketing Mix Modeling Work for You

More Than Data

An Australia Sydney-based pioneer in marketing analytics, offering a free, fast, and user-friendly marketing mix modelling platform. We help marketers build actionable marketing mix models in under 10 minutes for instant insights. Our software Minute MMM is free, DIY, and simple—no costly consultants, complex tools, or data expertise needed. Optimize marketing investments with ease!

Mulish

Sora

Merriweather

<p><strong>This website delivers the media measurement &amp; budget optimization tools that big MMM providers charge premium prices for—only now, they're free.</strong></p>

Blog

Is MMM for Media Strategists, Media Planners, or Someone ...

Choosing the Right Marketing Analytics Software for Your ...

Taming the Chaos: How Media Agencies Can Streamline Data ...

How to Properly Choose Your Marketing Mix Modeling Partner

Seasonal Marketing Strategies Using SaaS Analytics: Tips ...

More Than Data: Making Marketing Mix Modeling Work for You