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We understand that businesses are always looking for ways to improve their marketing strategies and measure their results. Marketing mix modeling is an incredibly useful tool that can help marketers achieve their goals, however, it's important to understand how reliable and accurate the results that MMM provides can be. One common question that pops up is the level of accuracy of the results obtained from such models. The accuracy of a model depends on several factors such as: the quality of data used to build it, as well as the assumptions and parameters utilized. In this blog post, we will dive into the accuracy of marketing mix modeling results, examining the different factors that can influence the model's accuracy and the level of confidence we can have in its predictions. Whether you are considering investing in marketing mix modeling for your business or simply seeking to understand the accuracy of its results, we have you covered in this blog post!

As the marketing budgeting season begins, marketers and media agencies face the critical task of allocating resources in a way that maximizes returns and ensures the company can reach its growth objectives. This process is more complex than simply repeating last year’s budget with a slight increase; it requires an approach that considers factors such as the true performance of each media, saturation levels for each media channel, and the sales targets of the company.

Bayesian statistics is a quantitative approach that helps us deal with uncertainty. It combines our existing knowledge (prior knowledge) with new data that we observe in order to make educated guesses about unknown things. Instead of giving us a single answer, Bayesian statistics gives us a range of possibilities and their probabilities based on the information we have. This framework allows us to update our results as we gather more data and make more accurate predictions.

Like every year, we are eager to find out the opinions of our customers, and 2024 was no different. Therefore, we kept our commitment to gathering insightful feedback and we are proud to present the results of this year’s Net Promoter Score (NPS) survey.

Like every year, we are eager to find out the opinions of our customers, and 2024 was no different. Therefore, we kept our commitment to gathering insightful feedback and we are proud to present the results of this year’s Net Promoter Score (NPS) survey.

The quest for ROI insights

Are you a Lord of the Rings fan? Well, in any case we are! In the saga, there are ancient stones called “Palantir”, which enable the users of the stone to see anywahere in the world. You touch the stone, close your eyes, and you can roam the surrounding environment and observe its events. It’s like a crystal ball that shows you EVERYTHING (with some limitations).

The quest for ROI insights

Are you a Lord of the Rings fan? Well, in any case we are! In the saga, there are ancient stones called “Palantir”, which enable the users of the stone to see anywahere in the world. You touch the stone, close your eyes, and you can roam the surrounding environment and observe its events. It’s like a crystal ball that shows you EVERYTHING (with some limitations).

Meta Marketing Mix Modeling (MMM) Summit "Master Cross Channel Measurement was held in London on the 26th of June 2024. This exclusive event gathered marketing measurement expert’s across the world together with top advertisers to foster innovation and elevate awareness about MMM among Meta's small and medium business community.

Performance marketing teams, if you haven’t yet embraced Marketing Mix Modeling (MMM), it’s definitely time to reconsider! MMM used to be a high-level tool relevant only in the annual planning process for getting recommendations on high-level media budget allocations. However, today's MMMs can serve tactical use-cases as well, making them relevant for performance marketing professionals. Modern MMM solutions offer campaign-level ROI tracking for e-commerce, DTC brands, and performance marketing teams.

Marketing Mix Modeling has advanced significantly over the last years. But many still have outdated beliefs about MMM, based on what MMM was 5-10 years ago. In this article and in our recent social media commentary (such as this post ), we want to update general understanding about MMMs.