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Marketing Mix Modeling

An Evolution Delivered Through Commercial Analytics

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The Promise of Marketing Mix Modeling

Marketing Mix Modeling, also called Media Mix Modeling (MMM Marketing), aims to solve the age-old question of “how can I invest my advertising or marketing budget?” Unfortunately, MMM’s limitations are vast and based on a historical view of marketing performance metrics.  While MMM can produce recommendations, the results are typically used for report card-like measurement such as ROIs.  

Where MMM Fails,
Commercial Analytics Delivers

Analytic Partners goes beyond MMM historical performance report cards to provide marketers and business leaders the confidence they need to make the right investment decisions at the right time through forward-looking decisioning. Where MMM limits the scope to high-level views of marketing performance, Commercial Analytics looks beyond marketing to incorporate all factors that contribute to performance outcomes. This delivers more accurate and actionable recommendations to support scenario planning and forecasting.

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Discover how you can maximize the value of analytics to drive growth and strengthen customer relationships.

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What to expect

Commercial Analytics is delivered through our proprietary analytic platform, GPS-Enterprise.

GPS-Enterprise supports unlimited dimensions and a range of intelligent modeling algorithms that address both strategic and tactical decisions through a customer and full-business lens. The result? Insights and actions that increase sales, market share and many other key performance indicators.

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Powerful commercial analytics to deliver meaningful results

With robust Commercial Analytics, you can build confidence with your stakeholders to make decisions that create value for your business.

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Forecasting and real-world scenario planning to accurately plan

Insights and recommendations are proactively surfaced before you know you need them to give you a head start.

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Flexible, always-on decisioning to course-correct

Speed up delivery to meet the ever-changing needs of your dynamic business to increase adoption. 

Forrester Wave 2023 Marketing Measurement and Optimization

The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q3 2023

Learn why Forrester says, “Analytic Partners dominates with data-driven marketing insights.”

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Commercial Analytics vs Marketing Mix Modeling (MMM) vs Multi-Touch Attribution (MTA)

Commercial Analytics
MMM
MTA
HOLISTIC COMMERCIAL UNDERSTANDING
Plan and optimize full commercial business plans on demand
Cross-functional buy-in through one version of the truth
Estimate and set category or economic headwinds
Wargame competitive scenarios
Ongoing commercial performance monitoring
Evaluate and optimize multiple objectives, including short- & long-term impact
Commercial Analytics
MMM
MTA
MARKETING UNDERSTANDING
Measure brand and top of funnel activities
Uncover marketing impacts and synergies across media channels
Uncover synergies and cannibalization across sales channels
Commercial Analytics
MMM
MTA
PERFORMANCE MONITORING
Incrementality and ROI metrics
Media channel-specific analysis
Real-time, last-click ROAS from digital channels
Commercial Analytics
MMM
MTA

Don’t rely on backwards-looking models to make forward-looking decisions. Increase performance and drive business results with Commercial Analytics.

Reach out to our team to discuss your Commercial Analytics program today.

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Forward-looking Decisioning for Cross-Functional Impact

Commercial Analytics provides data-driven investment recommendations to support real-time decisions

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Analytics Leaders

Transparency on model specifications and derived results to support confidence in robustness and accuracy.

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Brand and Marketing Leaders

Build trust with stakeholders, forecast marketing’s impact, and adapt swiftly to remain on course when circumstances shift.

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Finance Leaders

Gain visibility into marketing and other commercial performance and align your investment strategy for value creation and growth.

Expanded solutions for depth and breadth of insights

Agile Learning

Test and learn product to design experiments that validate strategy, get a quick yes/no to tactical questions, and reduce biased-decisions with less data.

Brand Impact

Quantify the value created from branding on business performance in the short and long-term.
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Partner Deep Dives

Leverages partner relationships with walled gardens such as Amazon, Meta, Google, Roku for granular, placement-level insights.

Customer Franchise Value

Deeper understanding of key customers segments, reveal early indicators of churn, etc.
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Pricing Optimization

Analyze and project price increases and decreases to drive value and optimize profit.
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Touchpoint Analytics

Incrementality measurement for campaigns to optimize tactical plans.

Commercial analytics is delivered through our flexible, adaptive, always-on platform, GPS-Enterprise

Key Incremental Business Drivers 

Margin Return on Investment (ROI)

Forecasting

Scenario Planning

Identify incrementality by measuring relationships of marketing factors and KPIs such as sales that would not have occurred in the absence of that activity.  Break out which controllable or non-controllable business drivers are contributing to business KPIs such as sales, traffic, etc. 

GPS Enterprise Key Drivers Report

Understand the level of spend efficiency by sub-brand, region, channel, program, or campaign.

Margin ROI GPS Enterprise Report

Shift from historical report cards to predict future performance.  Compare predictions vs. actual performance, identify gaps to goals, and build more accurate plans and forecasts to achieve growth targets. 

GPS Enterprise Forecasting Insight Report

Scenario plan, optimize campaigns regularly and deep dive in tactical planning. 

Scenario Planning Dashboard

We help global brands maximize success with impactful marketing decisions

“We’ve established a long runway of high confidence in our ROI from marketing.”
Mallory Fetters Cox, Assistant Vice President, Business Intelligence
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Frequently asked questions

Marketing Mix Modeling (MMM) is a statistical analysis technique used to measure and evaluate the impact of various marketing activities on business outcomes. The marketing mix refers to the combination of marketing elements or variables that a company can control to influence consumer behavior and achieve its marketing objectives.
Marketing mix modeling aims to assess how changes in these variables affect sales, customer acquisition, market share, and other key performance indicators. Organizations use this technique to measure the effectiveness of their marketing efforts and make data-driven decisions to optimize their marketing strategies. Although Marketing Mix Modelling (MMM) takes an analytical approach to quantify the impact of specific marketing activities, it only offers a high-level satellite view without granular insights, and has challenges adapting to the complexity of data available today.

Let’s Get Started

Discover how you can maximize the value of analytics to drive growth and strengthen customer relationships.

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