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The new solution shows brands and retailers what each marketing channel contributes to revenue, independent of the ad platforms, and turns that insight into clear budget decisions.
Linz, Austria, October 1, 2026 — Smarter Ecommerce (smec) today launched smec Marketing Mix Modeling. It gives brands and retailers an independent view of which parts of their marketing spend drive sales. With the launch, smec moves beyond paid search optimization to budget decisions across the entire media mix: it identifies where the ad budget creates the most value and makes sure it is allocated accordingly.
Since 2007, smec has taken a data-driven approach to digital marketing: steering paid media by business outcomes rather than platform metrics, and giving advertisers the control to do so. Marketing Mix Modeling takes that approach across every channel.
A growing blind spot in marketing budgets
For many ecommerce brands, paid media is one of the largest items in the budget. Yet the figures used to steer it still come mostly from the platforms selling the ad space. Google, Meta, TikTok and others each report their own contribution to a sale, and each has an interest in claiming as much of it as possible. At the same time, stricter privacy rules and weaker tracking mean each platform sees less of the customer journey every year.
As a result, leadership teams often make major budget calls on numbers that are hard to verify outside the platforms.
“Marketing leaders are making their biggest budget calls on numbers they can’t verify. We built smec Marketing Mix Modeling to change that. And because we have spent 19 years putting ad budgets to work, our recommendations are built to be acted on,” says Jan Radanitsch, Co-founder and CEO at smec.
One independent answer across all channels
smec Marketing Mix Modeling measures every channel in a single model, online and offline, including promotions and seasonal effects. It relies on overall sales and business data rather than tracking individual users, so it stays reliable as tracking declines. No ad platform grades its own performance in it. Its results are regularly validated with controlled incrementality tests, such as geo experiments that measure what happens when spend is switched on or off in selected regions.
Before, during and after each budget cycle, the solution supports leadership teams with independent evidence. It shows which channels delivered, recommends where to invest next, and projects the impact of any budget shift in advance.
“The question we hear most often from marketing leaders is simple: which part of our marketing spend is actually working?” says Chris Scharmüller, Managing Director and CCO at smec. “Until now, the answer usually depended on which platform you asked. smec Marketing Mix Modeling gives one independent answer across all channels, so budget decisions rest on evidence rather than on competing reports.”
From insight to action
Many measurement projects end with a report. smec delivers campaign-level recommendations that can be put into practice right away. Clients can apply them with the smec Campaign Orchestratror, or have smec’s paid media specialists carry them out on every paid channel. The results then feed back into the model, so every budget cycle starts better informed than the last.
“Most agencies execute on the numbers the platforms give them,” says Marcel Verhofnik, Agency Lead at smec. “Our teams execute on independent evidence. The model shows where the budget belongs. Our specialists bring the experience and judgment to make that shift work in every channel.”
About smec
Smarter Ecommerce (smec) helps ecommerce brands and online retailers run paid media by business outcomes, not platform metrics.
smec Marketing Mix Modeling shows what each channel actually contributes across the full mix. The smec Campaign Orchestrator turns that insight into control: your business data steers the campaigns, so you keep authority as the ad platforms become more automated and less transparent.
Software where scale wins, specialists where judgment and experience win. Backed by 19+ years in ecommerce, our experts build the data foundation, turn it into a plan, and run every paid channel.
smec manages over €620M in annual ad spend and drives €7.8B in ecommerce revenue for 300+ global brands and retailers, including THG, Snipes, REWE and Decathlon. That track record has earned smec Google Premier Partner status since 2016, Microsoft Advertising Elite Partner and Meta Business Partner status, three Microsoft Retail Partner of the Year awards and recent finalist spots at the Google Ads Impact Awards and European Search Awards 2026.
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