What is Marketing Mix Modeling?
Marketing Mix Modeling (MMM) is a statistical technique used to analyze historical market data to estimate the impact of various marketing tactics on sales. It is designed to isolate and quantify the effects of different marketing strategies on a company’s performance whilst controlling for exogenous factors such as economy, competition, and seasonality. By effectively evaluating past trends and analyzing market scenario, MMM decides the future marketing plan with great precision.
Formula
MMM doesn’t have a universal formula given its complexity and variability, but it typically involves the use of multiple regression analysis where sales (dependent variable) are a function of marketing inputs (independent variables), wrapped up in a formula like Sales = ß1X1 + ß2X2 + ß3X3 +…+ ßnXn + e.
Example
If a company spends on TV ads, radio commercials, and digital advertising all at once and sees a subsequent rise in sales, MMM helps to identify which channel was the most effective and how much each contributed to those sales.
Why is MMM important?
MMM is crucial for businesses in evaluating ROI of their marketing efforts. It helps optimize marketing spend across various channels, enabling brands to allocate budget wisely for maximum impact. Moreover, the insights obtained from the MMM can form a blueprint for future marketing strategies.
Which factors impact MMM?
Improving MMM involves better data quality and granularity. Having a more detailed and accurate data collection can enhance model accuracy. Incorporating evolving trends and contemporary marketing channels, like social media, can also improve the model. Finally, the model should be updated regularly to maintain its relevance and accuracy.
How can MMM be improved?
Factors include selection of appropriate independent variables, data quality and granularity, market dynamics, quality of marketing execution, competition, and economic forces. Post-modeling adjustments are also vital to account for future anomalies and changes in market spending.
What is MMM’s relationship with other metrics?
MMM and ecommerce metrics are not distinct but interrelated. Metrics like web traffic, online sales, click-through rates, and conversion rates form the ecommerce marketing mix inputs. MMM measures these metrics’ effectiveness, helps assign value to each input, and shows how they interact with one another.
