TikTok selects Bunker as a TikTok Marketing Partner for Media Mix Modeling (MMM)

Today, at Bunker DB we celebrate a new milestone: we are a badged TikTok Marketing Partners with a focus area in Media Mix Modeling (MMM)! This badge is part of the Cross-Channel specialty within the Measurement category of the partners program, and is a reflection of our commitment so that all advertisers have the best media mix according to real data.

MMM: when entertainment translates into sales

When a viral video or an influencer announcing a promotion multiplies an advertiser’s sales in a matter of hours, we witness something unique in marketing: an opportunity to understand, measure and quantify TikTok’s real impact on your business.

From the first media mix models we did with our clients, each iteration taught us that TikTok is a discovery and sales engine. We analyzed how users who saw an ad on TikTok ended up researching on other sites, comparing prices and, finally, purchasing.

However, that cross-attribution is usually difficult for advertisers to carry out. How can they reconstruct the traces of those digital footprints and attribute TikTok its incremental value? The answer is Media Mix Modeling (MMM).

What is Media Mix Modeling?

Within Marketing Science, MMM is concerned with analyzing the impact of the different variables of a strategy—such as advertising, promotions, distribution, price and media—on a company’s business results.

Its main objective is to identify how to allocate and optimize resources to maximize ROI. Due to its quantification methodologies, MMM has links to econometrics and business modeling. Therefore, MMM is one of the most relevant ways for marketing to be close to the business.

Media Mix Modeling has for years been a reliable way to optimize budget allocation in a fragmented media environment. Hence, as the industry advances toward privacy-first solutions, MMM has re-emerged as a robust methodology to measure impact across all marketing touchpoints.

What makes TikTok unique in your media mix?

When you work with MMM on TikTok, you leave behind the illusion that the “last click” is everything. Because by attributing, we understand that from the first interaction with the user, the brand was building up to achieve that sale. Our measurement solutions demonstrate that:

• A user who views an ad on TikTok often becomes the starting point for further exploration on other channels. Therefore, it is necessary to adopt a holistic measurement approach that reveals TikTok’s true ROI.
• Traditional attribution methods (i.e. last click) considerably underestimate TikTok’s value.
• TikTok drives incremental sales. It is fundamental to measure impact across the entire funnel to adjust budget and maximize every ROI point, without assumptions.

Our promise as your measurement partner

Becoming a TikTok Marketing Partner for MMM is a global recognition of our vision: to be measurement partners for advertisers who need to achieve the best results for their marketing investments.

In the words of Jorge Ruiz, Global Head of Marketing Science at TikTok:

“Clients increasingly seek to understand TikTok’s broader role in their effective marketing mix. The user journey isn’t linear, and media mix models (MMM) offer a more holistic view of the insights that drive revenue. By collaborating with one of our accredited partners, advertisers can better understand TikTok’s effectiveness in relation to their media mix and leverage those insights to achieve stronger business results.”

As part of the TikTok Marketing Partner program, advertisers can turn to Bunker as a trusted TikTok partner that met rigorous criteria to offer advanced MMM solutions. We are excited to think about what we can achieve together to unlock further growth.

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