Democratizing Marketing Mix Modelling
Marketing Mix Modelling has long been one of the most powerful tools in a marketer’s measurement arsenal. It’s also been one of the least accessible. Traditional MMM projects are slow, expensive, and typically outsourced to specialist agencies or consultancies, with results landing months after the questions were asked. By the time the insights arrive, the market has often moved on.
That’s changing. A new generation of Marketing Mix Modelling SaaS (Software as a Service) solutions enables marketers to address the major challenges of this technique and bring MMM in-house for better speed, scalability and cost effectiveness. Instead of waiting on an annual study, teams can run and refresh models on their own schedule, test scenarios as questions come up, and act on the answers while they still matter.
There is one more aspect that self-serve tools bring to the MMM space, and it may be the most important one: much higher inclusivity.
Opening MMM to Everyone
Many studies provide strong proof points on the better performance of diverse teams. Yet MMM has historically worked against that. As a statistical technique used to quantify the impact of marketing and non-marketing activities on sales, revenues, margins or other business outcomes, it was limited to those who could use R or Python. If you couldn’t code, you couldn’t contribute, no matter how well you understood the brand, the market or the media plan.
The SaaS model can change that for good. By putting the modelling behind an accessible interface, self-serve tools open doors for non-statisticians to build and use this advanced measurement technique for better decision making. Brand managers, media planners and insights teams can engage with the models directly rather than receiving conclusions second-hand. The result is not just wider access, but better models, because the people with the deepest business context are finally in the room where the analysis happens.
What the Whitepaper Covers
Inside, you’ll find a look at the traditional barriers that have kept MMM out of reach for most marketing teams, how the SaaS model addresses speed, scale and cost, and what genuinely democratized measurement looks like in practice. It draws on the real-world perspective of one of the world’s biggest advertisers alongside the platform and analytics partners making self-serve MMM a reality.
Whether your organization is running MMM through an agency today, exploring in-housing, or has never had the budget to attempt it at all, this whitepaper makes the case that advanced measurement no longer needs to be the preserve of a technical few.
This whitepaper is brought to you by Unilever, Meta & Analytic Edge as part of the Virtual MarTech Summit Europe.
