What is it?
A marketing mix model estimates what has caused sales to change over time, including the contributions of advertising, price, seasonality, distribution and the wider market. Advertising gets credit for the increased sales that it genuinely drove.
Read an approachable guide to how Marketing Mix Modelling works and what it can and can’t do
When is it used?
- Understanding the drivers of sales
- Measuring the real, incremental effectiveness of advertising
- Annual and quarterly budget setting to hit targets
- Optimising the mix of channels
- Conversations with finance about ROI
Why Sequence?
- Years of experience across FMCG, retail, finance, motoring, betting, healthcare and more
- MMM isn’t the only tool in our toolbox. We use it for what it’s good at and integrate the results alongside other techniques
- We continue to support you after the debrief to make decisions using the models
- Best-in-class interactive optimisation and scenario planning tools
Next service
TV spot response →