Marketing Mix Modeling
Marketing mix modeling (MMM) is an econometric model that allows you to determine the incremental sales impact of all marketing efforts and their marginal return on investment (ROI) to optimize the media mix.
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Optimize your budget to generate more sales
Marketing mix modeling complements the limitations of attribution models and incrementality studies. By using econometric methods, it allows you to discover other types of novel patterns in your business's performance.
Understand the contribution of each business variable
From online and offline media to non-media. From analyzing seasonality to macroeconomic factors. MMM is the only statistical analysis that allows you to investigate how each variable contributes to generating sales.
What challenges does marketing attribution face today?
Lower effectiveness of individual data
In a more private world and with less efficient cookies, attributing individual data loses statistical effectiveness in favor of anonymized aggregate data.
Limitations of last-click attribution
Last-click attribution overvalues the last channel prior to a sale and undervalues the contributions of previous interactions (awareness, consideration, remarketing).
Need for an incremental and full-funnel vision
The multiplicity of media requires a more detailed quantification of how each channel contributes to the final result, incorporating exogenous variables (seasonality, economy, promotions).
Collection and review of internal and external data
We collect, centralize, and standardize your internal and external data input (e.g., economics, climate, etc.) to produce highly reliable statistical outputs.
Estimating the real impact on sales and ROI
We analyze the incremental contribution of each independent variable to your business's sales.
ROAS convergence with iterations
We iterated through multiple models to determine the models with the highest statistical confidence.
Saturation curves based on media investment
We determine appropriate saturation curves for each medium to achieve optimal investment levels and potential budget reallocation.
Budget Allocation and ROAS improvement
We calculate the improvements in the initial budget allocation versus the optimized allocation to maximize the effectiveness of our investments.
Estimate and results calibration
A comprehensive measurement agenda, including optimizations and incrementality studies, to calibrate the initial MMM estimates.
Our unique value
Marketing Mix Modeling in Bunker DB provides a comprehensive and objective view of each channel’s impact—both digital and offline—on business results. By relying on aggregated data and statistical models, it overcomes the limitations of traditional attribution, enabling you to optimize investment and confidently project future scenarios. Discover how to take your investment decisions to the next level with Bunker DB.
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