MMM is here.
Your imagination is the limit
Go beyond saturation curves and use marketing mix modeling to answer the questions that actually move your business.
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Most teams only scratch the surface
With marketing budgets under pressure, every euro has to prove what it returns. Teams use marketing mix modeling to decide where to shift budget and when extra spend stops paying off. That's useful. But feed MMM the right data, and it can answer much bigger questions:
Which channels make us a profit, not just revenue?
What do our physical stores actually contribute?
Which channels win new customers, and which mostly bring back existing ones?
Which sales come from our promotions, and which would have happened anyway because of the season?
Does our Amazon spend also boost our Google Ads sales?
Ask better questions, and MMM stops being a report and becomes a decision tool.
Why MMM matters now and how it actually works.
Mike closes with a brief look at how smec puts this into practice. The session ends with an extended live Q&A, so bring your toughest measurement questions.
Mike Ryan, Head of Ecommerce Insights at smec, starts with the basics, then goes further: how to ask MMM these questions and act on the answers. You will learn:
Why MMM, why now: Stop defending budgets, start proving them. Why budget pressure, the invisible customer and competing platform ROI claims make MMM essential now, and why attribution and MMM answer different questions..
How modern MMM works: A non-technical guide to what Google Meridian and Meta Robyn are, how they differ, and what Bayesian modeling means.
The standard toolkit: Budget allocation, ROAS saturation, and adstock decay, and how to read them correctly.
Creative use cases: Modeling profit instead of revenue, offline and store data, new vs. returning customers, and promotions vs. natural seasonality.
Going deeper inside channels: How to break Google Ads down into campaign types like PMax and Demand Gen.
From model to action: Scenario planning, recommendations down to campaign level, including PMax and Demand Gen, and how to turn MMM from a one-off study into a continuous decision process.
Mike closes with a brief look at how smec puts this into practice. The session ends with an extended live Q&A, so bring your toughest measurement questions.