Advanced Marketing Mix Modeling
Measuring marketing effectiveness with MMM
Our advanced Marketing Mix Modeling service spans across digital, non-digital, and CRM channels, and integrates critical external influences such as weather conditions, competitor activities, economic development, or industry trends. This unique approach grants you a deeper understanding of external factors that might affect your campaigns.
By integrating internal and external influences, our Marketing Mix Modeling provides a 360° perspective on your marketing performance, offering deeper insights into the effectiveness of your campaigns.
Exactag’s unique Marketing Mix Modeling approach:
- Unmatched Data Quality: Leveraging exclusive partnerships, Exactag accesses a data foundation unparalleled in the market. Combined with our unique attribution data, we offer insights no one else can (read more here).
- Top-Tier Algorithms: Our MMM solutions are built on proprietary AI methodologies, designed by our industry experts. This not only ensures that you receive insights backed by the latest in technological advancements but also guarantees their scientific reliability (read more here).
- Expert Guidance: Our team of experts, with extensive experience in media and campaign planning, is dedicated to supporting your marketing goals. We provide strategic advice and support tailored to your specific needs.
- Fast Results: Our models deliver rapid insights, with updates typically available monthly or even more frequently.
- Actionable insights: it provides actionable insights for strategic and tactical marketing and media planning
Get precise, actionable answers to your marketing challenges
At Exactag, we emphasize precision and actionable insights. Each marketing channel is analyzed with a high degree of granularity, allowing you to understand and compare their individual performances effectively. From initial data collection to the final stages of delivering strategic recommendations, our team is dedicated to supporting your marketing goals with tailor-made solutions that address the unique questions of your marketing, such as:
Measuring Performance & Impact
- Quantifying sales impact: Measure the direct effects of marketing activities on sales, helping to optimize marketing spend based on performance.
- Assessing brand impact: Evaluate how brand-focused campaigns influence consumer perceptions and brand value along the sales funnel, essential for long-term brand strategy.
- Modeling promotion impact: Analyze the effectiveness of promotional activities and their contribution to sales, customer acquisition, and market penetration.
- Analyzing halo effects: Investigate the indirect benefits of marketing campaigns, such as how promoting one product can boost sales for others within the same brand.
Strategic Budget Allocation
- Budget scenario: Creation and analysis of budget scenarios for sales and brand campaigns to efficiently allocate marketing funds and maximize ROI.
- Optimizing budget across campaigns and regions: Allocate marketing funds efficiently across various campaigns and geographic markets to maximize ROI.
Enhancing Marketing Effectiveness
- Simulating next best offers: Use predictive modeling to determine the most effective offers for different customer segments, enhancing personalized marketing strategies.
Marketing Mix Modeling that grows with you
Getting started with Marketing Mix Modeling
Our foundational models are designed for organizations initiating their journey into data-driven marketing, focusing initially on core areas such as campaign impact analysis and consumer behavior insights.
Expanding to advanced Marketing Mix Modeling
As your organization grows more comfortable with data analytics, our models can be expanded to encompass additional data points and variables, thereby increasing the depth of your analyses. We offer proven models that encompass not only sales metrics but also brand and pricing strategies. This holistic view ensures that you grasp the full spectrum of how various elements influence your overall marketing success.
Choose your Marketing Mix Modeling solution
Exactag’s Marketing Mix Modeling services are available either as a standalone option or as part of the integrated Exactag platform:
Standalone Option
If you choose the standalone service, rest assured that all data and results will be delivered in the format that best suits your operational needs—be it detailed presentations, data for BI tools, or Excel files. This flexibility ensures that our insights can be easily adopted into your existing workflows. Additionally, results from incrementality tests can also be integrated as inputs into the Marketing Mix Modeling, enriching the analysis with a deeper layer of data-driven insights.
Full Platform Integration
For brands seeking a fully integrated solution, adopting the complete Exactag platform will allow for a seamless fusion of Marketing Mix Modeling with Multi-Touch Attribution (MTA). This combination not only simplifies the data collection and modeling processes but also enriches your analytics, allowing for a detailed examination of specific marketing activities and their impacts over time. Such an integrated approach provides a comprehensive analysis of both broad-scale trends and intricate marketing dynamics, empowering you with the knowledge to make well-informed strategic decisions.
Choose stand-alone service, if…
- you need a one-time analysis or are taking a pragmatic first step.
- your focus is on non-sales metrics, such as branding and pricing.
- you are dealing with strategic questions only, such as yearly planning or proof of concepts.
- digital Attribution is not relevant, for example, in cases of offline sales or brand modeling.
- you require quick, setup-free analysis of past campaigns.
Choose seamless integration with Exactag platform, if…
- your marketing spans both digital and non-digital channels.
- online sales are crucial to your business success.
- ensuring the highest quality of digital data is essential.
- you require daily updates of digital data
- a unified view of data for strategic and daily optimization is important.
- simplifying and streamlining data collection and modeling processes is a priority.
- you seek detailed examinations of marketing activities and their impacts over time.
- supporting well-informed, data-driven strategic decisions is a key goal.
Expert consultancy
During our projects we also offer expert consultancy services in data maintenance and operations. This ensures that your data systems are not only robust but also finely tuned to support continuous modeling and analysis efforts. Our consultancy extends to aiding your team in developing internal models that are customized to your specific needs.
Esther Cahn, VP Strategy & Customer Growth
Looking to master the MMM hype? Esther is here to guide you through what makes Marketing Mix Modeling successful (connect with her on LinkedIn). Discuss how to create a balanced, efficient, and impactful marketing mix that drives measurable results. Learn how to make data-driven decisions that enhance your digital reach and maximize your ROI.
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