Marketing Mix Modeling (MMM) is a powerful tool that can help businesses get a clear picture of how their Marketing efforts affect their profits. By doing MMM, businesses can identify the most effective marketing channels, optimize their Marketing budgets, and improve their return on investment (ROI).

In this article, we will discuss the basics of MMM, how it can be used to increase ROI, and some of the challenges that businesses may face when implementing MMM.

What exactly is Marketing mix modeling?

MMM is a statistical technique that uses historical data to estimate the impact of marketing campaigns on sales, leads, or other desired outcomes. MMM models typically include a variety of marketing channels, such as advertising, public relations, social media, and direct marketing. But it can also include nonmarketing data such as economic trends, weather, or the competitor’s prices. 

You can use MMM to answer a variety of questions, such as:

• Which marketing channels are most effective?
• What is the return on investment for each marketing channel?
• How can I optimize my marketing budget?

How can MMM be used to increase ROI?

MMM can be used to increase ROI in several ways. It can help businesses identify the most effective marketing channels and which ones have a funnel effect between them. You can discover, for example, that by investing more in Facebook Ads, your Google campaigns will also be more effective.

MMM can also help businesses optimize their marketing budgets. Knowing which marketing channel works best, businesses can allocate their marketing budgets more effectively.

Overall,  MMM can help businesses improve their marketing campaigns because they will get the complete picture of how their campaigns are performing: the lag effect (how long it takes for a campaign to start getting conversions), how long they are effective depending on each channel, when have the investment been higher than the conversions, etc.

Challenges of implementing MMM

There are many challenges that businesses may face when implementing it. One challenge is the availability of data. To build an accurate MMM model, businesses need to collect historical data on their marketing campaigns and the KPIs they want to measure (sales, leads, registrations…). This data can be difficult to collect, especially for businesses with a long history of marketing campaigns.

Another challenge is the complexity of the models. MMM models can be difficult and require a high level of statistical expertise to build and interpret. This can be a barrier for businesses that do not have data scientists. 

How to implement MMM in an easy way

Implementing MMM shouldn’t be a hard task, and it shouldn’t be available only to companies that can afford a team of data scientists. With the right tools and resources, you can get started quickly and easily.

Dataslayer.ai

By providing a single source for all marketing data, Dataslayer makes it easy to collect, organize, and analyze your data from multiple platforms.

For example, you can use Dataslayer to collect data about website visits, social media engagement, and advertising campaigns. Dataslayer could then be used to build an MMM model that estimates the impact of each marketing channel on website visits, social media engagement, and ultimately sales.

If you want to go deeper, then Nextbrain.ai is the solution.

NextBrain AI

Nextbrain is an AI-powered marketing mix modeling solution that helps businesses automate the process of building and interpreting MMM models. Nextbrain uses a custom AI to analyze marketing data and identify patterns and relationships between different marketing channels, providing a more efficient and accurate way to build and interpret MMM models.

With NextBrain you can:

• Optimize the data collection process. With Nextbrain you can connect to your website, social media, and advertising platforms and import the data directly from there. It helps you save time and effort.
• Identify complex relationships between marketing channels. Nextbrain uses AI to identify complex relationships between marketing channels. 
• Get insights into your marketing campaigns. Nextbrain can provide insights into your marketing campaigns to help you increase your marketing ROI.

Both Dataslayer and Nextbrain can be valuable tools for businesses that want to go one step forward in their data analysis and implement MMM.