Marketing Mix Modeling > Media Mix Modeling In a recent client pitch meeting, a client asked us what is the difference between Media Mix and Marketing Mix Modeling. Quite clearly, the client was confused because some vendors market their services as Media Mix Modeling instead of Marketing Mix Modeling. So, is this just a word […]
Marketing Mix Modeling > Media Mix Modeling Read More »
Learnings from OG MMM – FMCG/CPG MMM It is a well known fact that FMCG/CPG industry were the pioneers in adopting Marketing Mix Modeling (MMM). My initial training was in applying MMM to FMCG/CPG marketing effectiveness problems. In the last few years, MMM has had a renaissance of sorts (courtesy various factors like privacy, cookie deprecation,
Learnings from OG MMM – FMCG/CPG MMM Read More »
Weekly MMMs? Some prospective clients ask us: ● How frequently should they update their MMM models? ● Is a weekly cadence ok? Well it depends. There are business reasons as well as technical. 📈 Business reason: Whether weekly MMM is ideal depends on the industry. If you are a digital focused brand with high frequency
How MMM can make the CMO role a ‘Non Revolving Door’ job. ● “Can you help us prove that our marketing efforts worked?” ● “Can you help us find out which marketing channels are working, and which are a drain on our budget”? ● “How can we increase or maintain the same Marketing ROI (MROI)
How MMM can make the CMO role a ‘Non Revolving Door’ job Read More »
DIY MMM ? Of late we are getting lot of calls from prospective clients for MMM adoption. One of the curious question being “Can we DIY MMM through open source libraries?” Our answer – Yes and No 🙂. You can DIY MMM if: ✅ You understand the nuances of MMM (Remember MMM is not just
I increasingly see that more is being talked about ‘How MMM can be done in 1 day’ rather than how the problems of multicollinearity and endogeneity are solved. Saas-ification in parts is good and even desirable. We ourselves have a SaaS platform ‘ArymaEdge’. But our SaaS platform does not try to fully automate the MMM
Saas-ification will not fix the core problems in MMM Read More »
A lot of D2C brands often want to benchmark their marketing effectiveness against other D2C players, disregarding the product category. While a similar marketing effectiveness strategy could work for fast moving goods, the same cannot be applied to D2C brands with longer sales cycles – like furniture or electrical appliances. I have seen some brands
Short term sales activation vs brand building measures? Read More »
In every Marketing Mix Modeling (MMM) project that we undertake, we always study the previous spend pattern of the client. Why? Because how much one spends in marketing channels gives us only partial information. The other half is about the spend pattern in those channels. A brand with a ‘single burst’ strategy may not be
Quantum of Marketing Spend vs Pattern of Marketing Spend Read More »
Do you use the right tools to evaluate your MMM model? Having the right tools to measure your MMM model’s accuracy is as important as specifying the model correctly. Contrary to popular belief, MMM is just not about retrodiction. If the model is well specified, it can also be used for forecasting (for a reasonable
Do you use the right tools to evaluate your MMM model? Read More »
Few months back we published our whitepaper ‘Granger Causality – A possible Feature Selection Method in MMM’. ICYMI the link is in the resources section. In this blog I want to highlight another useful feature selection method – Transfer Entropy. As you must have guessed, the method is a information theoretic method. In case you
Using Transfer Entropy for Feature Selection in MMM Read More »
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