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<p>If you've ever browsed Reddit, you might have come across posts questioning whether Marketing Mix Modelling (MMM) is flawed. Take this discussion, for example: <a data-mce-href="https://www.reddit.com/r/MachineLearning/comments/utqez5/d_is_mixed_market_modelling_full_of_crap/?rdt=48909" href="https://www.reddit.com/r/MachineLearning/comments/utqez5/d_is_mixed_market_modelling_full_of_crap/?rdt=48909" target="_blank" rel="noopener"><strong>Reddit Thread</strong></a>. To be honest? We couldn’t agree more. Yes, MMM has issues. It’s not perfect. But here’s the real question—what’s the alternative?</p><h3>If Not MMM, Then What?</h3><p>Let’s explore the other options marketers have for measuring effectiveness:</p><p>1️⃣ <strong>Multi-Touch Attribution (MTA)</strong>: Once hailed as the gold standard for digital attribution, MTA allowed marketers to track the full online customer journey across multiple digital touchpoints. But here’s the problem—third-party cookies are disappearing, making cross-platform tracking nearly impossible. Yes, you can still use authenticated user IDs, but that only works within your own digital properties (your website and apps). Another major limitation? MTA only works for digital channels. What about offline media—TV, radio, out-of-home (OOH), cinema, print? MTA won’t help you there.</p><p>2️⃣ <strong>Geo Lift Studies</strong>: This method, which is like A/B testing on a geographic level, can provide insights by comparing test and control markets. But let’s be real—finding a true control market (one without any ads) is nearly impossible. If you can’t find one, you’ll have to simulate it, and that comes with its own set of challenges. In short, Geo Lift can be useful but is limited to single-channel experiments, making it hard to scale across a full marketing mix.</p><h3>MMM Is Imperfect—But It’s Still Valuable</h3><p>So, where does that leave us? Despite its flaws, MMM remains one of the most useful tools for marketers. Why? Because having a structured, data-driven approach to evaluating media performance is always better than making decisions based on gut feeling.</p><p>MMM helps brands and media agencies understand how their past campaigns performed, which channels contributed the most, and how they should allocate budgets in the future. No, it’s not flawless. Yes, it makes assumptions. But would you rather have some insight or no insight at all?</p><h3>The Biggest Challenge With MMM</h3><p>One of MMM’s biggest weaknesses is its foundational assumption: that every marketing, media, product, pricing, promotion, distribution, and external factor directly impacts the business KPI (e.g., sales). But in reality, many factors have indirect effects.</p><p>Take MTA as an example—each user’s path to purchase is unique. Some users need multiple touchpoints before converting, while others make a purchase immediately. Some paths lead to conversions, others don’t. But just because a touchpoint didn’t directly lead to a sale doesn’t mean it had no influence.</p><p>MMM, in its traditional form, flattens all these interactions into a single regression model, missing the complex web of cause and effect in real-world marketing.</p><h3>What’s the Solution? Unifying MMM and MTA</h3><p>Instead of choosing between MMM and MTA, why not combine their strengths?</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’re taking MMM beyond traditional regression models. We’ve developed a causal inference modelling approach that integrates both direct and indirect impacts across online and offline media channels.</p><p>Think of it this way:</p><ul><li>MTA focuses on individual digital journeys, mapping how users interact with multiple online touchpoints before converting.<br></li><li>MMM provides a high-level view of how marketing investments impact business KPIs.<br></li><li>Our causal inference model connects these dots, recognizing that media influences are not linear—they work together in a complex network of interactions.</li></ul><p>Rather than treating digital and offline channels separately, we measure them within a unified framework. This approach provides a more realistic, holistic view of media effectiveness.</p><h3>Pushing the Boundaries of Marketing Measurement</h3><p>MMM isn’t perfect, but instead of dismissing it, we should improve it. That’s exactly what we’re doing at More Than Data. By integrating MMM and MTA into a single, more advanced framework, we’re redefining how marketers measure success.</p><p>Marketing is evolving. Measurement should evolve too.</p>

We Know Marketing Mix Modelling Isn’t Perfect—But At Least We Can Improve It

<p>In an era where data-driven decisions are paramount, businesses are increasingly turning to marketing mix modeling (MMM) to optimize their advertising strategies. While this might sound complex, DIY marketing mix modeling is now more accessible than ever, thanks to tools like Minute MMM. This guide will take you through the steps of creating your own marketing mix model using this innovative platform.</p>

<h2>Understanding Marketing Mix Modeling</h2>

<p>Marketing mix modeling is a statistical analysis technique used to determine the effectiveness of various marketing tactics and how they contribute to sales. By analyzing historical data, businesses can allocate resources more effectively and enhance their return on investment (ROI). With Minute MMM, even those without a statistical background can delve into this powerful tool.</p>

<figure id="figure-8zpe3v1izm80217dq"><img id="8zpe3v1izm80217dq" 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>Step 1: Gather Your Data</h3>

<p>The first step in DIY marketing mix modeling is data collection. You'll need historical data on sales and marketing activities, including information on advertising spend, promotions, pricing, and distribution. The more detailed your data, the more accurate your model will be. It's crucial to ensure that your data is clean and consistent to avoid any errors in analysis.</p>

<p>Minute MMM simplifies this process by allowing you to upload your datasets directly into the platform. The tool offers guidance on the types of data required, making it easier for users to prepare their information effectively.</p>

<h3>Step 2: Set Up Your Model</h3>

<p>After gathering your data, the next step is to set up your model within Minute MMM. This involves defining the variables that influence your sales, such as TV ads, digital marketing efforts, and seasonal factors. The platform provides an intuitive interface where you can select and customize these variables to reflect your specific business context.</p>

<figure id="figure-6q9ffqa27pm80217dq"><img id="6q9ffqa27pm80217dq" src="https://media.gettyimages.com/id/510204243/photo/business-model-diagram-written-on-blackboard.jpg?b=1&s=2048x2048&w=0&k=20&c=UvcRz73KghGLeV9bpXeD6KM2HgsNvcvoBXTwcnS4Q-A=" alt="business model setup" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>Minute MMM offers a selection of pre-built models that you can use as a starting point. This feature is particularly beneficial for beginners who may feel overwhelmed by the technical aspects of modeling. You can tweak these models as needed to better fit your business needs.</p>

<h3>Step 3: Analyze the Results</h3>

<p>Once your model is set up, it's time to run the analysis. Minute MMM processes the data and provides insights into how different marketing activities impact sales. The results are presented in easy-to-understand charts and graphs, highlighting which channels are delivering the highest ROI.</p>

<p>This step is crucial for identifying areas where you can improve your marketing strategy. By understanding which tactics are most effective, you can make informed decisions about where to allocate resources.</p>

<figure id="figure-a0pr2p4ndm80217dq"><img id="a0pr2p4ndm80217dq" src="https://media.gettyimages.com/id/517716450/photo/business-strategy-concept.jpg?b=1&s=2048x2048&w=0&k=20&c=ufvnFSCveXMKuj7RJ0IaRoXUGN3jp38v2iCbifUZ_y0=" alt="marketing insights" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Step 4: Optimize Your Strategy</h3>

<p>With a clear understanding of your marketing mix's performance, you can begin optimizing your strategy. Use the insights gained from Minute MMM to adjust your budget allocation, focusing on high-performing channels while scaling back on less effective ones. This iterative process helps continually refine your approach for better results over time.</p>

<p>Minute MMM also allows for scenario planning, enabling you to test different strategies and predict their outcomes before implementation. This feature provides a risk-free environment to experiment with various tactics and find the most effective combination for your business.</p>

<h2>Conclusion</h2>

<p>DIY marketing mix modeling with Minute MMM empowers businesses of all sizes to harness the power of data-driven insights without requiring extensive statistical expertise. By following these steps—gathering data, setting up your model, analyzing results, and optimizing your strategy—you can enhance your marketing efforts and drive greater success. Start leveraging Minute MMM today and take control of your marketing destiny.</p>

DIY Marketing Mix Modelling: A Step-by-Step Guide Using Minute MMM

<h3>Challenge: Understanding Sales Drivers During School Holidays, Promotions, and Competitor Influence</h3><p>A media agency managing an FMCG brand, which produces a popular salad and sandwich sauce, reached out to More Than Data for insights into sales fluctuations during school holidays and promotional periods. The agency had several key questions:</p><ul><li>Sales saw a noticeable increase at the end of school holidays. The agency wanted to identify the factors responsible for this uplift from a data perspective.<br></li><li>The brand frequently runs discounts and promotions, some of which overlap with the school holiday period. The agency needed to understand whether these promotions were driving the sales increase or if other factors were at play.<br></li><li>The agency used multiple media channels during this time, including OOH (digital panels in shopping centres, street furniture), TV, paid social, and online video (YouTube). The agency wanted to distinguish and understand the sole contribution of each media channel.<br></li><li>Additionally, the agency needed to factor in the impact of competitor media spend and promotions, as these could also influence the sales results.</li></ul><h3>Solution: Integrating Data into the Causal Inference Model</h3><p>To address these challenges, More Than Data developed a comprehensive causal inference model. This model took into account not only media, promotions, and seasonality (school days vs. school holidays) but also incorporated competitor media spend and competitor promotions. Our approach was unique in that it went beyond traditional marketing mix modelling (MMM), showing not just direct links but also the indirect relationships between variables.</p><p>The model mapped out a network structure, connecting various offline and digital channels, competitor activities, pricing incentives, and seasonality. By including competitor media and promotions, we were able to measure the direct and indirect influence of competitor actions on the client’s sales. The model also quantified the unique contribution of each factor, providing the agency with a holistic understanding of what was driving the sales uptick during the back-to-school period.</p><h3>Key Insights and Results</h3><ul><li><strong>Combined Effects of Media, Pricing, and Competitor Activities</strong>: The sales uplift was not attributed to a single factor. Instead, it was a combined effect of media spend, pricing promotions, seasonality, and competitor activities. The model showed that competitor media spend and promotions had a noticeable influence on the client’s sales.<br></li><li><strong>Confirming the Role of Seasonality</strong>: A/B testing and follow-up market research surveys confirmed that seasonality was a consistent sales driver. Even without media or promotional support, housewives were purchasing the sauce for their children’s lunchboxes during school terms.<br></li><li><strong>Optimized Media Strategy</strong>: Based on these insights, the media agency adjusted their strategy for the following school holidays. They ran brand awareness campaigns via OOH and TV during the middle of the holiday period, followed by digital and paid social campaigns near the end of the school holidays, paired with in-store promotions. <strong>This shift resulted in a 7% sales uplift compared to the previous school holiday period and an 5% uplift compared to the same period the year before</strong>.<br></li><li><strong>Improved Media ROI</strong>: The changes in strategy <strong>led to a 20% improvement in media ROI, while reducing media costs to only 87% of the original media plan</strong>. Despite maintaining a full-channel campaign, the agency maximized efficiency and delivered stronger results.</li></ul><h3>Conclusion</h3><p>By leveraging <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>’s advanced causal inference model, which included competitor media and promotional activities, the media agency gained a deeper understanding of the factors driving sales during key periods. This data-driven approach led to an optimized media strategy, driving a significant sales increase and improving ROI while reducing media costs. The integration of multiple-source data provided a competitive edge, ensuring the agency’s strategy was both effective and efficient.</p>

Leveraging Data to Optimize FMCG Sales During Key Periods: A Case Study with More Than Data

<h2>Understanding Marketing Mix Modelling</h2><p>In the dynamic world of advertising, businesses are constantly looking for ways to optimize their marketing spend. One effective method that is gaining traction is Marketing Mix Modelling (MMM). This analytical approach allows companies to measure the impact of various marketing strategies and channels on sales performance. By understanding which elements of the marketing mix are most effective, businesses can allocate resources more efficiently and maximize their return on investment (ROI).</p><p>At its core, Marketing Mix Modelling involves analyzing historical data to forecast future marketing outcomes. This method takes into consideration a wide array of factors, such as pricing, promotion, product, and place, to discern how each element contributes to overall sales. Consequently, businesses can identify high-performing strategies and eliminate underperforming ones.</p><figure id="figure-lbfc8ovfrrm7vrpuet"><img id="lbfc8ovfrrm7vrpuet" src="https://media.gettyimages.com/id/1954841243/photo/data-analysis-chart-graph-3d-statistics-background.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=JqlWDrRuqpKotSJiWlw9XEKfqmlar9qw3g5TGMGWdVk=" alt="data analysis" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/1954841243/photo/data-analysis-chart-graph-3d-statistics-background.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=JqlWDrRuqpKotSJiWlw9XEKfqmlar9qw3g5TGMGWdVk=" data-mce-style="aspect-ratio: 16/9;"></figure><h2>The Benefits of Marketing Mix Modelling</h2><p>One of the primary advantages of using MMM is its ability to provide a comprehensive view of marketing performance. By considering both online and offline channels, it gives a holistic insight into how different strategies interact and influence each other. This integrated approach is crucial for businesses, where competition is fierce and consumer preferences are constantly evolving.</p><p>Moreover, Marketing Mix Modelling helps in identifying the optimal budget allocation across various marketing channels. Instead of relying on intuition or guesswork, businesses can use data-driven insights to determine where to invest their advertising dollars for maximum impact. This precision not only enhances efficiency but also reduces wastage of resources.</p><figure id="figure-2nzj4imjynm7vrpuet"><img id="2nzj4imjynm7vrpuet" src="https://media.gettyimages.com/id/629303228/photo/im-happy-to-explain.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=WEmzS8V0sMIhn9i-_wyF5Cs9Iyk4Ye2AfzGK4jmkLt4=" alt="marketing strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/629303228/photo/im-happy-to-explain.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=WEmzS8V0sMIhn9i-_wyF5Cs9Iyk4Ye2AfzGK4jmkLt4=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Adapting to Market Changes</h3><p>Another significant benefit of MMM is its adaptability. In today's fast-paced environment, market conditions can change rapidly. Marketing Mix Modelling provides businesses with the flexibility to adjust their strategies in real-time based on current data. This agility ensures that marketing efforts remain relevant and effective, regardless of external shifts.</p><p>For businesses, this adaptability is particularly valuable as it allows them to respond swiftly to local market trends and consumer behaviors. By staying ahead of the curve, businesses can maintain a competitive edge and continue to grow their market share.</p><h2>Implementing Marketing Mix Modelling</h2><p>To successfully implement Marketing Mix Modelling, businesses need to start with accurate and comprehensive data collection. This includes gathering information from various sources such as sales figures, promotional activities, and customer interactions. With robust data, companies can build reliable models that reflect the true impact of their marketing efforts.</p><figure id="figure-13z0is90lwm7vrpuet"><img id="13z0is90lwm7vrpuet" src="https://media.gettyimages.com/id/1402667894/photo/energy-lecture-screen.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=3J-bau-WbO9EYG497Fn87hT2B0zQs_LAcpJ328ioR90=" alt="business analysis" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/1402667894/photo/energy-lecture-screen.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=3J-bau-WbO9EYG497Fn87hT2B0zQs_LAcpJ328ioR90=" data-mce-style="aspect-ratio: 16/9;"></figure><p>Once data collection is in place, the next step is to use sophisticated software tools that can analyze and interpret this information. These tools employ advanced algorithms and statistical techniques to uncover patterns and insights that might not be immediately apparent. Businesses can leverage these insights to fine-tune their marketing strategies and gain a better understanding of consumer behavior.</p><h3>Continuous Improvement</h3><p>Lastly, it's important for businesses to view Marketing Mix Modelling as a continuous process rather than a one-time solution. The market landscape is ever-changing, and so should be the models used to analyze it. Regular updates and refinements to the models ensure that they remain accurate and relevant over time.</p><p>Businesses that embrace this iterative approach are more likely to achieve sustained success in their marketing endeavors. By consistently optimizing their advertising spend through data-driven insights, they can achieve long-term growth and profitability.</p>

Why Businesses Need Marketing Mix Modelling to Optimize Advertising Spend

<h3>Overcoming Common Challenges in Media Effectiveness Measurement&nbsp;</h3><p>In today’s fast-paced media world, proving campaign effectiveness is critical. Small to mid-sized agencies often face challenges like limited data resources, technical skill gaps, and high costs of analytics tools. More Than Data is here to change that.</p><h3>Empowering Your Agency with Accessible Analytics&nbsp;</h3><p>We empower agencies of all sizes to leverage the power of data with our free, fast, and user-friendly platform. Build actionable marketing mix models in under 10 minutes — no technical expertise required. With More Than Data, sophisticated analytics aren’t just for big corporations with deep pockets anymore.</p><h3>Streamlining Workflows for Media Strategic Focus&nbsp;</h3><p>Our platform eliminates the need for error-prone manual processes like Excel pivoting and complex calculations, streamlining your workflows and freeing your team to focus on media strategy and planning. Simply upload your marketing data and start seeing results, fast.</p><h3>Complete Control and Flexibility Over Media Contributions&nbsp;</h3><p>One of the unique features of More Than Data is the full control and adjustability it gives your agency. Every media channel can be customized to reflect its specific contribution percentage in your campaigns. Our tool enables your team to testify and justify each media channel’s impact, providing transparency and accuracy in your media measurement. This control ensures that your decisions are backed by data you trust.</p><h3>Affordable and Powerful Solutions at Your Fingertips&nbsp;</h3><p>Unlike traditional analytics platforms, we provide a comprehensive solution without the high costs or steep learning curves. With More Than Data, you get an affordable, powerful tool designed to integrate seamlessly into your existing processes.</p><h3>Comprehensive Support for Long-Term Success&nbsp;</h3><p>But we don’t just offer a tool — we offer support. Our platform equips your agency with the insights needed to make informed, data-driven decisions and deliver real results for your clients. From media measurement to channel optimization, we are committed to your agency’s success.</p><h3>Join the Data-Driven Revolution&nbsp;</h3><p>Join us in the movement toward data-driven excellence. <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a> is here to help your agency rise above the competition. Together, let’s turn data into actionable insights and elevate your performance.</p>

If You Need Us, We Are With You!

<p>In the competitive world of beverage marketing, optimizing every media dollar is crucial for growth. One leading media agency in Australia, representing a well-known brewery brand, faced the challenge of maintaining market share while competing against industry giants with significantly larger budgets. With time-sensitive decisions and the need for data-driven insights, they turned to More Than Data for expert support.</p><h3>The Challenge</h3><p>The brewery’s market share had been under pressure, with a noticeable decline in Share of Voice (SOV). While the media agency had successfully built strong brand campaigns, they needed deeper analytics to refine their media strategy and ensure maximum efficiency in their marketing investments. The key challenges included:</p><ul><li><strong>Data fragmentation</strong> – Media performance and sales data were scattered, making it difficult to measure marketing effectiveness.<br></li><li><strong>Optimizing marketing impact</strong> – The agency needed to quantify the effect of each media channel on sales and fine-tune budget allocations.<br></li><li><strong>Competitive pressure</strong> – With larger competitors dominating the market, the brewery needed a smarter approach to gain visibility without increasing costs.</li></ul><h3>The Solution: More Than Data’s Expertise in Action</h3><p>More Than Data worked alongside the media agency, transforming raw data into actionable insights and providing a clear roadmap for media optimization. The key solutions included:</p><ul><li><strong>Marketing Mix Modelling (MMM)</strong> – More Than Data built an advanced MMM framework to analyze historical media investments and their impact on sales. This allowed the agency to understand the true drivers of growth.<br></li><li><strong>Data Structuring &amp; Integration</strong> – We organized fragmented media and sales data into a structured, easy-to-analyze format, enabling faster and more informed decision-making.<br></li><li><strong>Optimized Media Budget Allocation</strong> – Using predictive analytics, More Than Data helped the agency identify the most efficient media channels, ensuring that every dollar contributed to brand growth.<br></li><li><strong>Long-Term Learning Framework</strong> – We equipped the media agency with a sustainable platform to continually track and improve marketing effectiveness, ensuring ongoing success beyond the immediate campaign.</li></ul><h3>The Results: Data-Driven Success</h3><p>With More Than Data’s expertise, the media agency successfully refined its strategy, leading to significant improvements:</p><ul><li><strong>Increased Sales Impact</strong> – The optimized media mix contributed to a 5-point year-over-year increase in sales growth.<br></li><li><strong>Smarter Budget Utilization</strong> – Strategic reallocations led to improved cost efficiency, maximizing impact without additional spending.<br></li><li><strong>Stronger Market Position</strong> – By leveraging data-driven insights, the brewery strengthened its competitive edge and reinforced brand presence.</li></ul><p>The media agency acknowledged the crucial role More Than Data played in their success:</p><p><em><strong>“Without More Than Data’s support, we wouldn’t have been able to bring this level of media measurement and optimization to our strategy. Their expertise gave us the confidence and clarity to win in a competitive landscape.”</strong></em></p><p>This case highlights <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>’s ability to empower media agencies with the tools and insights they need to transform marketing challenges into measurable success. In a fast-moving industry, data isn’t just numbers—it’s the key to smarter decisions and sustained growth.</p>

Turning Data into Growth: How More Than Data Helped Secure Market Success

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!

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<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

We Know Marketing Mix Modelling Isn’t Perfect—But At Leas...

DIY Marketing Mix Modelling: A Step-by-Step Guide Using M...

Leveraging Data to Optimize FMCG Sales During Key Periods...

Why Businesses Need Marketing Mix Modelling to Optimize A...

If You Need Us, We Are With You!

Turning Data into Growth: How More Than Data Helped Secur...