Media Mix Modeling
Know which channels pay back and how to rebalance for more ROI.
When to use it
- Annual/quarterly budget setting or mid‑year reallocation.
- Performance plateaus despite more spend; need to separate signal from noise.
- New channels to test; need guardrails and expected impact.
What you get
- ROI by channel/market/audience with confidence ranges
- Saturation & diminishing returns curves
- Optimal budget allocation and scenario planner
- Measurement cadence (MMM refresh + experiment design)
How we do it
- Build MMMs using time‑series regression/Bayesian approaches, controlling for promo, seasonality, and macro.
- Where available, incorporate geo tests/MTA to triangulate.
- Provide playbooks for reallocation and in‑market tests; monitor lift vs. forecast.
- Use qual when it’s the right answer to interpret creative/contextual factors behind outliers.
Selected results
- Reallocated 18% of spend to higher‑return channels → improved ROAS and incremental sales.
- Established quarterly test‑and‑learn that compounds gains over time.