Attribution done the right way

Marketing Mix Modelling is a machine learning driven statistical model used to holistically measure the impact of different marketing activities on sales and overall business performance. Simply put, it helps you understand precisely which channels drive your revenue, by how much and how to optimally deploy your marketing spend. The model learns sales impact of each channel by analysing historical data on marketing activities and sales. As an output, MMM provides

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• Base sales: Sales you would get without marketing

• Incremental sales driven by paid marketing channels (online & offline)

• Impact of product & ops, organic activities and external factors on marketing driven sales and organic sales

• ROI, Saturation curve and AdStock Effect curve for each marketing channel

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Consider this example: Suppose your D2C brand generated $2 million in sales during a special promotional event. Your marketing efforts for that week included paid search ads, regional TV spots targeting key markets, along with social media outreach via Instagram posts and YouTube videos, resulting in numerous sales booked online and in-store.

 

With MMM, you can pinpoint exactly how much of that week's $2 million in sales came from each marketing channel & how much was driven organically. Additionally, MMM factors in the impact of your promotional event & seasonality, ensuring your analysis accurately reflects the true effectiveness of your marketing activities and is not skewed by external factors. These measurements provide a mathematical foundation for strategic decision making and optimal budget allocation.