Two Approaches to Measuring Marketing Performance
There are two types of approaches to measuring marketing performance: Multi-Touch Attribution Modeling (MTA) and Marketing/Media Mix Modeling (MMM). Both help companies understand which marketing investments drive results and how to optimize their advertising spend.
Custom Multi-Touch Attribution Models
Companies employ different media, different campaigns, and different ads to market their products and services. Many existing commercial attribution models use last click, first click, or a combination of the two to allocate sales to different media and different campaigns.
Our Solution: We build custom MTAs that do proper allocation, ensuring accurate attribution of sales to the right marketing touchpoints.
Marketing Mix Models (MMM)
Holistic View of Marketing Performance
We build custom Marketing Mix Models (MMM) that provide a holistic view of how all the marketing activities work together and what the unique contribution of each one of them is to sales (or other output metrics such as call center calls, organic visits, etc.).
Comprehensive Analysis
Understand how all marketing channels work together
Unique Contributions
Identify each channel's specific impact on results
Multiple Metrics
Track sales, calls, visits, and custom KPIs
Optimization Ready
Actionable insights for budget allocation
Problem Identification & Root Cause Analysis
A related use of MMM is to identify problems and their causes. For example, identify a sudden decrease in web visits (or calls) and how the change in the media mix caused this.
- Detect sudden drops in performance metrics
- Identify root causes in media mix changes
- Get actionable recommendations for recovery
Complex Econometric Techniques
To accomplish this, MMM are built using complex econometric techniques. Our belief is that even small companies with limited budgets should be able to use these services.
Accessible to All
Small & Large Companies
Case Study
Educational Products Company
We built a media mix model to evaluate the marketing performance of a company engaged in selling educational products and materials. Our analysis showed significant differences between the returns on advertising spending in different media and platforms. The table is a partial list of the platforms used by the company.
Results & Impact
The company made significant changes to its advertising mix that helped maximize sales.
Ready to Optimize Your Marketing Performance?
Let's discuss how custom MMM and MTA can transform your marketing.
