Blog

<h2>Understanding the Importance of CRM and Marketing Software Integration</h2>
<p>In today's competitive business environment, having a clear and comprehensive understanding of your customers is crucial. By integrating your CRM (Customer Relationship Management) system with marketing software, you can gain better insights into customer behavior, preferences, and trends. This integration not only streamlines operations but also enhances customer engagement by providing personalized experiences.</p>

<figure id="figure-r61pt3r5rjma57t94b"><img id="r61pt3r5rjma57t94b" src="https://media.gettyimages.com/id/1642381198/photo/customer-relationship-management.jpg?b=1&s=2048x2048&w=0&k=20&c=UUAKEwawlqyPLtIqm6A5kjG1hDd7clcZmXFuK4RhqCI=" alt="crm software integration" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>CRM systems are designed to manage customer information and interactions, while marketing software focuses on reaching and engaging potential clients. When these two systems work together, they create a powerful tool for businesses to optimize their marketing efforts and improve customer satisfaction.</p>

<h2>Steps to Connect Your CRM and Marketing Software</h2>
<h3>Evaluate Your Current Systems</h3>
<p>Before initiating the integration process, it's essential to assess your existing CRM and marketing software. Understand their capabilities and limitations to identify areas that need improvement. Make sure both systems can communicate effectively for seamless data exchange.</p>

<h3>Select the Right Integration Tools</h3>
<p>Choosing the right tools is critical for successful integration. Look for platforms or third-party services that offer compatibility with both your CRM and marketing software. Popular options include Zapier, MuleSoft, and PieSync, which provide robust connectors and APIs for smooth integration.</p>

<figure id="figure-ch9j8z145ma57t94b"><img id="ch9j8z145ma57t94b" src="https://media.gettyimages.com/id/1700755713/photo/technical-support-customer-service.jpg?b=1&s=2048x2048&w=0&k=20&c=G-eil9QxildkUbHE89iliVd5kvK6i5rkrV6SfyINLXw=" alt="business software tools" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Set Clear Objectives</h3>
<p>Define clear objectives for the integration process. Determine what insights you want to gain and how they will impact your marketing strategies. Setting specific goals will help guide the integration process and measure its success over time.</p>

<h2>Benefits of Integrating CRM and Marketing Software</h2>
<p>The integration of CRM and marketing software offers numerous benefits. One of the most significant advantages is the ability to create a centralized database of customer information. This consolidated view allows for more personalized and targeted marketing campaigns.</p>

<figure id="figure-iq2imetpgema57t94b"><img id="iq2imetpgema57t94b" src="https://media.gettyimages.com/id/1322924601/photo/close-up-of-businessman-using-a-laptop-with-graphs-and-charts-on-a-laptop-computer.jpg?b=1&s=2048x2048&w=0&k=20&c=vXk3aSZJhBRzn4xG3UR5M_SVMEnPPGHZKGP1l-OQ1w0=" alt="customer data analytics" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>Additionally, integration enhances data accuracy by reducing the risk of errors associated with manual data entry. It also enables real-time data updates, ensuring that your marketing team has access to the most current information when making decisions.</p>

<h3>Improved Customer Segmentation</h3>
<p>With integrated systems, businesses can achieve better customer segmentation. By analyzing data from both CRM and marketing software, companies can identify specific customer segments and tailor their campaigns accordingly. This targeted approach leads to more effective marketing efforts and higher conversion rates.</p>

<h3>Enhanced Reporting and Analytics</h3>
<p>Integration also improves reporting and analytics capabilities. Businesses can generate comprehensive reports that combine data from both systems, offering deeper insights into customer behavior and campaign performance. This information is invaluable for refining marketing strategies and driving growth.</p>

<p>In conclusion, connecting your CRM and marketing software is a strategic move that can significantly enhance your business operations. By following the steps outlined above, you can achieve seamless integration and unlock valuable insights that will drive your marketing efforts forward.</p>

How to Connect Your CRM and Marketing Software for Better Insights

<h2>Understanding Marketing Mix Modeling (MMM)</h2>
<p>Marketing Mix Modeling (MMM) is a statistical analysis technique used to evaluate the effectiveness of various marketing activities. By analyzing historical data, businesses can determine which marketing channels and tactics are driving the most value. This allows companies to make more informed decisions about where to allocate their marketing budget.</p>

<p>In today's fast-paced market, the ability to quickly adapt and optimize your marketing strategy is crucial. This is where <strong>Minute MMM</strong> comes into play, offering an efficient and agile approach to MMM that can help businesses maximize their marketing investments.</p>

<figure id="figure-lvucz8gf7dma0xhti6"><img id="lvucz8gf7dma0xhti6" src="https://media.gettyimages.com/id/629303228/photo/im-happy-to-explain.jpg?b=1&s=2048x2048&w=0&k=20&c=WEmzS8V0sMIhn9i-_wyF5Cs9Iyk4Ye2AfzGK4jmkLt4=" alt="marketing strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Leverage Real-Time Data</h2>
<p>One of the primary benefits of using Minute MMM is its ability to leverage real-time data. Traditional MMM approaches often rely on data that can be weeks or even months old. By using real-time data, businesses can make more timely and relevant decisions.</p>

<p>With access to current data, you can quickly identify trends and shifts in consumer behavior, allowing you to adjust your marketing strategies on the fly. This agility can lead to significant improvements in both performance and ROI.</p>

<h3>Implementing Advanced Analytics</h3>
<p>Minute MMM incorporates advanced analytics techniques that provide deeper insights into your marketing efforts. By utilizing machine learning algorithms, businesses can uncover hidden patterns and correlations that might not be apparent through traditional analysis methods.</p>

<p>These insights can help marketers understand how different variables interact with each other, providing a more comprehensive view of your marketing ecosystem.</p>

<figure id="figure-mgvyogwzfema0xhti6"><img id="mgvyogwzfema0xhti6" 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>

<h2>Focus on Integration</h2>
<p>Effective marketing optimization requires a holistic view of all your campaigns and channels. Minute MMM facilitates integration by allowing you to consolidate data from various sources into a single platform. This comprehensive view makes it easier to identify synergies between different marketing activities.</p>

<p>By integrating your data, you can better understand how different channels impact each other and optimize your spend accordingly. This coordinated approach ensures that every dollar spent is working toward achieving your overall business goals.</p>

<h3>Continuous Testing and Learning</h3>
<p>One of the key principles of Minute MMM is the emphasis on continuous testing and learning. The dynamic nature of today’s market means that what works today might not work tomorrow. By consistently testing different strategies and tactics, you can discover what resonates best with your audience.</p>

<p>This iterative process allows you to refine your approach over time, leading to better results and a more effective use of your marketing budget.</p>

<figure id="figure-4hfkliwk7ma0xhti6"><img id="4hfkliwk7ma0xhti6" src="https://media.gettyimages.com/id/1054713456/photo/screens-id-data.jpg?b=1&s=2048x2048&w=0&k=20&c=GQVi5GLlK65spbaVZ1F5IZ59QC8zFmXBQgVDsvbwq2U=" alt="marketing test" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Prioritize ROI Measurement</h2>
<p>Ultimately, any optimization effort should focus on improving ROI. Minute MMM makes it easier to measure the impact of your marketing activities on your bottom line. Through detailed ROI analysis, you can determine which strategies are delivering the highest returns and adjust your investments accordingly.</p>

<p>This focus on ROI ensures that your marketing efforts are not only driving brand awareness or engagement but are also contributing to tangible business outcomes.</p>

<h3>Conclusion</h3>
<p>In conclusion, optimizing your marketing investments with Minute MMM involves leveraging real-time data, implementing advanced analytics, focusing on integration, practicing continuous testing and learning, and prioritizing ROI measurement. By adopting these strategies, businesses can enhance their marketing effectiveness and achieve better results.</p>

<p>As the marketing landscape continues to evolve, those who embrace agile and data-driven approaches like Minute MMM will be well-positioned to stay ahead of the competition.</p>

5 Ways to Optimize Your Marketing Investments with Minute MMM

<h2>Understanding Marketing Mix Modelling</h2>
<p>Marketing Mix Modelling (MMM) is a powerful tool used by businesses to measure the impact of various marketing activities on sales. However, despite its efficacy, several misconceptions persist about its application and results. This blog post aims to debunk these common myths and provide clarity on what MMM can really offer.</p>

<figure id="figure-og1wkraeam9wn6dtc"><img id="og1wkraeam9wn6dtc" src="https://media.gettyimages.com/id/1145882183/photo/financial-and-technical-data-analysis-graph.jpg?b=1&s=2048x2048&w=0&k=20&c=1P4qIn2D6k6OG4XDmSk21rltJjPZs1t1vXEIbJD-uZk=" alt="marketing analysis" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Myth 1: Marketing Mix Modelling is Only for Large Companies</h3>
<p>One of the most prevalent misconceptions is that MMM is only beneficial for large corporations with massive budgets. In reality, <strong>businesses of all sizes</strong> can leverage MMM to optimize their marketing strategies. With advancements in technology, data collection, and processing have become more accessible and affordable, making MMM a viable option even for small to medium-sized enterprises.</p>

<p>By utilizing MMM, small businesses can gain valuable insights into which marketing channels are most effective and adjust their strategies accordingly. This allows them to allocate their budgets more efficiently and improve their ROI.</p>

<h3>Myth 2: It's All About Short-term Sales</h3>
<p>Another common belief is that MMM focuses solely on short-term sales impacts. However, this is far from the truth. While MMM does provide insights into short-term sales drivers, it also evaluates <b>long-term brand equity</b> effects. By understanding both immediate and prolonged impacts, businesses can create more sustainable marketing strategies that not only boost sales but also enhance brand strength over time.</p>

<figure id="figure-jv4ektd0fom9wn6dtc"><img id="jv4ektd0fom9wn6dtc" src="https://media.gettyimages.com/id/1094090094/photo/decisions-go-short-or-long.jpg?b=1&s=2048x2048&w=0&k=20&c=MAj_NSyv10zDJ5_Qw-YP-G89QA13hOxRz2cNiTmX5NM=" alt="long term strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Myth 3: MMM Replaces the Need for Human Analysis</h3>
<p>There is a notion that MMM can completely replace human decision-making and analysis. While MMM provides robust quantitative data, human expertise is still essential for interpreting and applying these insights effectively. It's crucial to combine <b>analytical results with industry knowledge</b> to make informed decisions that align with overall business objectives.</p>

<p>Marketing professionals need to integrate their understanding of market trends, consumer behavior, and competitive dynamics with MMM insights to develop comprehensive marketing strategies.</p>

<figure id="figure-7l3xeg1i5m9wn6dtc"><img id="7l3xeg1i5m9wn6dtc" src="https://media.gettyimages.com/id/478065661/photo/analyzing-business-growth.jpg?b=1&s=2048x2048&w=0&k=20&c=7s8ggGVha0fxEoQtp75yRRLQyMuKclBUDsaB-vtMbXo=" alt="teamwork analysis" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Myth 4: It's a One-time Solution</h3>
<p>Some may see MMM as a one-time solution that provides a definitive answer to all marketing questions. However, the reality is that successful marketing requires ongoing analysis and adaptation. Market conditions, consumer preferences, and competitive landscapes continually evolve, making it necessary to update and refine MMM models regularly.</p>

<p>This continuous process ensures that businesses remain agile and responsive to changes, optimizing their marketing efforts in real-time.</p>

<h3>The Importance of Addressing Misconceptions</h3>
<p>Addressing misconceptions about MMM is crucial for businesses seeking to utilize this tool effectively. By understanding what MMM can and cannot do, companies can set realistic expectations and harness its full potential. This clarity enables businesses to make better strategic decisions, leading to improved marketing performance and stronger business outcomes.</p>

<p>In conclusion, while misconceptions about Marketing Mix Modelling persist, debunking these myths opens up new opportunities for businesses of all sizes. By embracing a clear and informed approach, companies can leverage MMM to optimize their marketing strategies, enhance their brand presence, and ultimately achieve greater success in the marketplace.</p>

Common Misconceptions About Marketing Mix Modelling: Debunked

<h2>Prologue: A Spreadsheet That Ended a Career</h2><p>Picture this:</p><p>A CMO walks into a boardroom, slides a two-year trend report across the table, and waits for more budget support.</p><p>Instead, the CFO leans forward, adjusts their glasses, and says:</p><p>"Let me get this straight. Marketing spend went up 12%. Revenue went down 18%. And you’re asking for more budget?"</p><p>Silence.</p><p>One week later, the CMO is gone. Six months later, their media agency is demoted from "strategic partner" to "order taker."</p><p>This isn’t fiction—it’s a cautionary tale playing out in boardrooms globally.</p><p>Here’s what happened, why it hurt so many careers, and how to avoid it.</p><h2>Act 1: The Illusion of "Good" Media Performance</h2><h3>The Vanity Metric Trap</h3><p>The media agency’s reports were technically accurate:</p><ul><li>CTRs beat industry benchmarks<br></li><li>CPMs dropped through "optimization"<br></li><li>Audience reach grew quarter-over-quarter</li></ul><h3>The problem?</h3><ul><li>None of these metrics linked to revenue.<br></li><li>The agency never measured incrementality (e.g., "Did these ads actually drive sales, or just target existing customers?").<br></li></ul><h3>The Fatal Flaw: No Business Accountability</h3><p>The CMO claimed budgets based on:</p><ul><li>Media efficiency (lower CPMs!)<br></li><li>Activity metrics (more impressions and clicks!)<br></li><li>Agency promises ("Q3 will be our breakout quarter!")</li></ul><p>Meanwhile, real business metrics (customer acquisition cost, customer lifetime value, profit margins) were nowhere in the reports.</p><h2>Act 2: The Domino Effect of Denial</h2><h3>The Marketing Manager Who Saw It Coming</h3><p>Buried in the org chart, a data-savvy marketer noticed:</p><ul><li>Rising spend correlated with declining ROI.<br></li><li>The agency’s "top-performing" channels had low impact on new customer acquisition.</li></ul><h3>Their Attempts to Sound the Alarm:</h3><ul><li>Pitched MMM to the CMO → Rejected. ("We don’t need more models—we need more spend to boost sales!")<br></li><li>Pushed the agency to validate performance → Ignored. ("Our strategists and media planners know what works!")<br></li><li>Resigned → Watched from LinkedIn as the house of cards collapsed.</li></ul><h3>The Agency’s Missed Opportunity</h3><p>Instead of proving their impact, they:</p><ul><li>Doubled down on activity metrics.<br></li><li>Dismissed MMM as "academic" and "slow."<br></li><li>Lost all strategic influence when the new CMO arrived.</li></ul><h2>Act 3: The Aftermath (And How to Avoid It)</h2><h3>Lesson 1: Measure What Matters</h3><ul><li>Vanity metrics (impressions, clicks) are inputs—not outcomes.<br></li><li>Business metrics (revenue lift, profit) are non-negotiable.</li></ul><h3>The Fix:</h3><ul><li>Tie every media KPI to a business result.<br></li><li>Ban reports that don’t show incremental impact.</li></ul><h3>Lesson 2: Demand Proof, Not Promises</h3><p>Agencies love to say: "our optimizations improved performance!"</p><p>Ask: "show me the controlled experiment that proves it."</p><h3><strong>The Fix:</strong></h3><ul><li>Require geo tests, holdout groups, or MMM validation.<br></li><li>Fire agencies that can’t prove causation.</li></ul><h3>Lesson 3: Align Incentives</h3><ul><li>Agencies paid on % of spend will always want higher budgets.<br></li><li>CMOs rewarded for "activity" will ignore efficiency.</li></ul><h3>The Fix:</h3><ul><li>Link agency fees to revenue growth, not spend.<br></li><li>Bonus CMOs for profitability, not "engagement."</li></ul><h2>Epilogue: A Path to Redemption</h2><h3>For Brands:</h3><ul><li>Audit historical performance (MMM is perfect for this).<br></li><li>Demand incrementality studies before approving budgets.<br></li><li>Reward truth-tellers—even when the news is bad.</li></ul><h3>For Agencies:</h3><ul><li>Stop hiding behind vanity metrics.<br></li><li>Invest in MMM capabilities (or partner with experts).<br></li><li>Lead with accountability—it’s the only way to keep trust.</li></ul><h3>For Marketers:</h3><ul><li>Learn to speak CFO. Revenue &gt; ROAS.<br></li><li>Challenge your agencies (politely, but firmly).</li><li>Resign sooner if leadership ignores reality.</li></ul><h2>The Hard Truth</h2><p>This story was preventable.</p><p>The CMO, the agency, and the brand chose to:</p><ul><li>Value activity over impact.<br></li><li>Trust promises over proof.<br></li><li>Reward optimism over objectivity.</li></ul><p>Don’t let it happen to you.</p><h2>Need an Unbiased Audit?<br></h2><p>More Than Data offers forensic MMM to:</p><ul><li>Uncover wasted spend.<br></li><li>Prove what’s actually working.<br></li><li>Align teams on truth, not hope.</li></ul><p>No pitches. No BS. Just actionable insights.</p>

The $10 Million Lesson: When "Promising Media Performance" Masks a Revenue Disaster

<h2>Introduction: A Tale of Two Marketing Philosophies</h2><p>Imagine a digital marketer and a marketing mix modeler stuck in an elevator together.</p><p>The digital marketer checks their real-time dashboard and says, "Our CTR is up 12% this hour!"</p><p>The modeler adjusts their glasses and replies, "Fascinating. Now, how does that translate to quarterly revenue growth?"</p><p>Neither is wrong—they’re just playing different games. One is optimizing for speed, the other for strategy.</p><p>In this article, we’ll explore:</p><p>✅ Why digital agencies and MMM often seem at odds (Spoiler: It’s not about right or wrong.)<br></p><p>✅ How their differing priorities shape their views on measurement<br></p><p>✅ Why the smartest teams are finding ways to make them work together</p><p>Let’s bridge the divide—with humor, respect, and a dash of data-driven wisdom.</p><h2>Chapter 1: Different Goals, Different Tools</h2><h3>Digital Agencies: The Speed Demons</h3><h3>Their Mantra: "Move fast, optimize faster."</h3><ul><li>Obsessed with real-time metrics (Impressions, Clicks, CTR, CPC).<br></li><li>Live in platforms like Google Ads, Meta, TikTok.<br></li><li>Success = immediate, visible impact.</li></ul><h3>Why MMM Feels Alien to Them:</h3><ul><li>MMM doesn’t care about hourly CTR fluctuations.<br></li><li>It measures long-term effects (e.g., how TV ads lift branded search over months).<br></li><li>It’s like asking a Formula 1 driver to appreciate a chess match.</li></ul><h3>MMM: The Strategists</h3><p><strong>Their Mantra: "Measure twice, allocate once."</strong></p><ul><li>Focused on cross-channel impact.<br></li><li>Measures brand lift, halo effects, and saturation points.<br></li><li>Success = sustainable growth.</li></ul><p><strong>Why Digital Teams Puzzle Them:</strong></p><ul><li>"You’re optimizing for last-click ROAS, but what about the 15% of sales driven by offline channels?"<br></li><li>It’s like asking a chess grandmaster to care about their blitz rating.</li></ul><h3>The Truth:</h3><p>Neither approach is wrong—they’re optimized for different time horizons.</p><h2>Chapter 2: Why Digital Agencies Are Skeptical of MMM</h2><h3>We Speak Different Languages</h3><ul><li>Digital: "Our conversion API tracks user journeys!"<br></li><li>MMM: "Cool. Now let’s talk about Adstock decay rates."<br></li></ul><h3>The Gap:</h3><ul><li>Digital teams live in click-level granularity.<br></li><li>MMM thinks in aggregate trends.</li></ul><h3>Our Clients Demand Speed</h3><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-style="border-collapse: collapse; width: 100%;"><tbody><tr><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>A digital agency’s typical week</strong></em></td><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>An MMM project’s timeline</strong></em></td></tr><tr><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Monday</strong></em>: Launch campaign</td><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Week 1</strong></em>: Data collection</td></tr><tr><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Wednesday</strong></em>: Optimize creatives</td><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Week 4</strong></em>: Model calibration</td></tr><tr><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Friday</strong></em>: Report on vanity metrics</td><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Week 6</strong></em>: "Here’s how TV and search interact."</td></tr></tbody></table><h3>The Reality:</h3><p>Both speeds are valuable—just for different decisions.</p><h3>We’re Measured on Different Things</h3><ul><li>Digital’s KPIs: Impressions, Clicks, CPM, CTR, CPC, Conversions &nbsp;<br></li><li>MMM’s KPIs: Incremental sales, channel synergy, channel ROAS<br></li></ul><h3>The Analogy:</h3><ul><li>Digital = a chef tasting the soup every minute.<br></li><li>MMM = a food critic evaluating the entire meal.</li></ul><h2>Chapter 3: Where MMM and Digital Actually Align</h2><h3>Both Hate Vanity Metrics</h3><ul><li>Digital knows: Clicks ≠ sales.<br></li><li>MMM knows: Impressions ≠ impact.</li></ul><h3>Common Ground:</h3><p>"Let’s stop worshiping CTR and start measuring business outcomes."</p><h3>Both Need Better Data</h3><ul><li>Digital’s struggle: Cookie apocalypse.<br></li><li>MMM’s struggle: Offline data gaps.</li></ul><h3>Shared Opportunity:</h3><p>First-party data + MMM = a match made in measurement heaven.</p><h3>Both Want Budget Efficiency</h3><ul><li>Digital: "Let’s squeeze every penny from this Facebook ad."<br></li><li>MMM: "Let’s not overspend on Facebook once it hits diminishing returns."</li></ul><h3>Synergy Potential:</h3><ul><li>MMM sets the budget guardrails.<br></li><li>Digital executes the daily optimizations.</li></ul><h2>Chapter 4: How to Make Peace (and Profit)</h2><h3>For Digital Agencies:</h3><ul><li>Use MMM as a ‘True North’ – Let it guide annual budget splits, then optimize tactically.<br></li><li>Demystify the Model – Ask for plain-language explanations of key insights.<br></li><li>Share Your Data – Feed your conversion APIs into MMM for richer insights.</li></ul><h3>For MMM Providers:</h3><ul><li>Speak Their Language – Replace "Adstock rates" with "How TV moves audience to your Google Ads."<br></li><li>Respect Their Pace – Offer lightweight, frequent check-ins alongside deep dives.<br></li><li>Find Quick Wins – Highlight one actionable insight per sprint (e.g., "Stop spending past $X on TikTok").</li></ul><h2>Conclusion: The Best of Both Worlds</h2><p>The future isn’t digital vs. MMM—it’s digital + MMM.</p><ul><li>Digital brings agility.<br></li><li>MMM brings perspective.</li></ul><p>Together, they’re like GPS and a sports car—one plots the route, the other enjoys the ride.</p><p><strong>The next time an MMM modeler says:<em> "Let’s talk about long-term effects,"</em> the digital marketer shouldn’t roll their eyes.</strong></p><p><strong>They should say: <em>"Cool. But can we also check our ROAS real quick?"</em></strong></p>

Why Marketing Mix Modeling and Digital Agencies See the World Differently (And Why That’s Okay)

<h2>Introduction: The Magical Thinking Trap</h2><p>Picture this:</p><p>A marketer walks into a dimly lit room where a hooded figure—the MMM Modeller—sits behind a glowing screen. The marketer drops a USB drive on the table and says:</p><p>"Here’s my data. Tell me exactly how much ROI my TikTok ads are driving. And make it snappy."</p><p>The modeller sighs. "If only it worked that way."</p><p>This, dear readers, is the Great MMM Expectation Gap—the chasm between what marketers think MMM does and what it actually requires.</p><p>In this article, we’ll explore:</p><p>✅ Why MMM isn’t a magic "ROAS calculator" (Sorry, no crystal balls here.)</p><p>✅ The dirty secret: Human tweaks make the model "work"<br></p><p>✅ Why you (yes, YOU) must lead the MMM project<br></p><p>✅ How bad data habits sabotage your results</p><p>✅ Dashboards vs. MMM: Why surface metrics lie</p><p>Buckle up. We’re about to align expectations with reality—with a few laughs along the way.</p><h2>Chapter 1: "MMM Should Just Automatically Give Me Perfect Answers!"</h2><h3>The Marketer’s Dream</h3><p>"I uploaded my data. Where’s my perfect ROAS breakdown?"</p><p>Many marketers assume MMM is like a vending machine:</p><ul><li>Insert data.<br></li><li>Press button.<br></li><li>Receive flawless insights.</li></ul><h3>Reality check: MMM is more like baking sourdough.</h3><ul><li>You need the right ingredients (clean data).<br></li><li>You must knead the dough (tweak model parameters).<br></li><li>Sometimes, it flops (and you start over).</li></ul><h3>Why MMM Isn’t Magic</h3><p><strong>Non-linear transformations aren’t automatic.</strong></p><ul><li style="list-style-type: none;" data-mce-style="list-style-type: none;"><ul style="list-style-type: circle;" data-mce-style="list-style-type: circle;"><li>Adstock rates? Someone (a human) must set them.<br></li><li>Diminishing returns curves? Also human-tuned.</li></ul></li></ul><p><strong>Models need guardrails.</strong><br></p><ul><li style="list-style-type: none;" data-mce-style="list-style-type: none;"><ul style="list-style-type: circle;" data-mce-style="list-style-type: circle;"><li>If TikTok’s ROAS comes back as "500%," the modeller knows that’s <span style="font-family: inherit; font-weight: inherit;" data-mce-style="font-family: inherit; font-weight: inherit;">nonsense and adjusts.</span></li></ul></li></ul><p><strong>Garbage in = Garbage out.</strong><br></p><ul><li style="list-style-type: none;" data-mce-style="list-style-type: none;"><ul style="list-style-type: circle;" data-mce-style="list-style-type: circle;"><li>If your data is messy, the model will be too.</li></ul></li></ul><h3>The Fix:</h3><ul><li>Accept that MMM requires iteration.<br></li><li>Demand transparency on how parameters are set.</li></ul><h2>Chapter 2: "I’ll Just Send the Data and Check Out Mentally."</h2><h3>The Marketer’s Hope</h3><p>"I’ve got a modeller on the case. My work here is done."</p><h3>Reality: You’re the project lead.</h3><p>The modeller is your sous-chef—not the head cook.</p><h3>Why You Can’t Ghost Your MMM Project</h3><p><strong>You know your business better than the modeller.</strong></p><ul><li style="list-style-type: none;" data-mce-style="list-style-type: none;"><ul style="list-style-type: circle;" data-mce-style="list-style-type: circle;"><li>Was there a supply chain hiccup in Q3? Tell them.<br></li><li>Did you test a new creative in June? Flag it.<br></li></ul></li></ul><p><strong>Your expectations shape the model.</strong><br></p><ul><li style="list-style-type: none;" data-mce-style="list-style-type: none;"><ul style="list-style-type: circle;" data-mce-style="list-style-type: circle;"><li>Example: *"TV’s impact should be 20-40%, not 5%."*<br></li><li>Without guidance, the modeller flies blind.<br></li></ul></li></ul><h3>The Fix:</h3><ul><li>Set clear boundaries for key metrics (e.g., ROAS ranges).<br></li><li>Review interim outputs—don’t wait for the final report.</li></ul><h2>Chapter 3: "If the Model’s Wrong, It’s the Modeller’s Fault!"</h2><h3>The Marketer’s Defense</h3><p>"I didn’t build this thing. Blame the nerds!"</p><h3>Reality: You signed off on every step.</h3><p><strong>Shared Accountability in MMM</strong></p><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-style="border-collapse: collapse; width: 100%;"><tbody><tr><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Party</strong></em></td><td style="width: 50%;" data-mce-style="width: 50%;"><em><strong>Responsibilities</strong></em></td></tr><tr><td style="width: 50%;" data-mce-style="width: 50%;">Marketer</td><td style="width: 50%;" data-mce-style="width: 50%;">Provide clean data, set business guardrails, milestone check, review outputs</td></tr><tr><td style="width: 50%;" data-mce-style="width: 50%;">Modeller</td><td style="width: 50%;" data-mce-style="width: 50%;">Build statistically sound models, explain assumptions</td></tr></tbody></table><p><strong>Classic Failures (And Who’s Really to Blame):</strong></p><ul><li>"The model says billboards have 0.001% impact!" Did you tell the modeller billboards were a branding play? (Your fault.)<br></li><li>"Why is ROAS so volatile?" Did you share channel budget changes? (Also your fault.)</li></ul><h3>The Fix:</h3><ul><li>Treat MMM as a collaboration.<br></li><li>Document all inputs and feedback.</li></ul><h2>Chapter 4: "Data Quality Isn’t My Problem."</h2><h3>The Marketer’s Attitude</h3><p>"Here’s a messy Excel file. Good luck!"</p><h3>Reality: Bad data = Bad decisions.</h3><h3>The 3 Data Sins Marketers Commit</h3><ul><li>Sending unaggregated logs: "here’s 4M rows of raw records!" → Modellers weep.<br></li><li>Ignoring missing data: "we didn’t track LinkedIn spend in Q1. Oops!"<br></li><li>No metadata: "promo_Code_47" means nothing. Label your columns.</li></ul><h3>War Story:</h3><p>A client once sent "media spend" data where TikTok was labeled "TT." The modeller assumed it meant "TV." The model was… creative.</p><h3>The Fix:</h3><ul><li>Use consistent naming conventions.<br></li><li>Provide a data dictionary.</li></ul><h2>Chapter 5: "Dashboards Are Enough. MMM Is Overkill."</h2><h3>The Marketer’s Argument</h3><p>"My dashboard shows CTRs! What more do I need?"</p><h3>Reality: Dashboards are rearview mirrors. MMM is GPS.</h3><p><strong>Vanity Metrics vs. MMM Insights</strong></p><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-style="border-collapse: collapse; width: 100%;"><tbody><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>Metric</strong></em></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>What It Tells You</strong></em></td><td style="width: 33.335%;" data-mce-style="width: 33.335%;"><em><strong>What It Hides</strong></em></td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>Impressions</strong></em></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">How many saw your ad</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Whether it drove sales</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>CTR</strong></em></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Engagement rate</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">If clicks led to conversions</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><em><strong>CPC</strong></em></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Cost efficiency</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">ROAS per channel</td></tr></tbody></table><h3>Why MMM Digs Deeper:</h3><ul><li>Adstocking → Captures long-term effects.<br></li><li>Diminishing returns → Finds saturation points.<br></li><li>Baseline estimation → Separates marketing impact from organic growth.</li></ul><h3>The Fix:</h3><ul><li>Use dashboards for monitoring, MMM for strategy.</li></ul><h2>Conclusion: Bridging the Expectation Gap</h2><h3>The New MMM Mindset</h3><ul><li>MMM isn’t magic. It’s a tool that needs tuning.<br></li><li>You’re the project owner. Modellers are your allies.<br></li><li>Data quality is YOUR job. Don’t dump and run.<br></li><li>Dashboards ≠ Insights. Demand deeper analysis.</li></ul><h3>Final Thought: MMM Is a Superpower (If You Use It Right)</h3><p>The best marketers don’t just consume MMM—they command it.</p><p><strong>So next time you kick off an MMM project, ask yourself:</strong></p><p><strong><em>"Am I treating this like a vending machine… or a high-performance engine?"</em></strong></p>

The Great MMM Expectation Gap: Why Marketers Get Frustrated (And How to Fix It)

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

How to Connect Your CRM and Marketing Software for Better...

5 Ways to Optimize Your Marketing Investments with Minute...

Common Misconceptions About Marketing Mix Modelling: Debu...

The $10 Million Lesson: When "Promising Media Performance...

Why Marketing Mix Modeling and Digital Agencies See the W...

The Great MMM Expectation Gap: Why Marketers Get Frustrat...