MARKETING MIX MODELING

Understand what drives incremental growth and where to invest next.

Adsmurai MMMs uses Marketing Mix Modeling to measure how each channel contributes to business results, quantify incremental impact and model different investment scenarios, helping you allocate budget with greater confidence.

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Incremental contribution

Understand how each channel contributes to business results.

Estimate the incremental contribution of each channel to sales, revenue and other business KPIs. Identify which investments are adding value and understand how media, baseline demand and external factors influence performance.

Marketing Mix Modeling incremental contribution analysis

Investment planning

See where your budget can generate more value.

Analyse how each channel responds to different levels of investment, identify saturation and compare budget scenarios before reallocating spend across your media mix.

Marketing Mix Modeling budget allocation and investment planning

Privacy-safe measurement

Measure marketing effectiveness without user-level tracking.

Use aggregated historical data to evaluate marketing performance without relying on individual user journeys. This gives teams a more durable measurement approach as identifiers, tracking capabilities and privacy requirements continue to change.

Marketing Mix Modeling privacy-safe measurement

Scenario modelling

Compare investment scenarios and estimate how changes in spend could affect business results before reallocating budget.

Saturation and response curves

See how channel performance changes as investment grows, identify diminishing returns and understand where there is still room to scale.

Omnichannel modelling

Analyse digital media, offline activity and external factors together to understand how they contribute to performance over time.

Incremental contribution

Estimate how each channel contributes to sales, revenue or other business KPIs and identify where media investment is creating additional value.

-75% time spent preparing, configuring and running Meridian models

-80% ad hoc simulation requests

GOOGLE-CERTIFIED MEASUREMENT

Certified in Incrementality Measurement. Google Meridian Certified Partner.

These certifications recognise the methodology and technical expertise behind Adsmurai’s approach to Marketing Mix Modeling, combining incrementality measurement with transparent, reproducible models designed to support business and investment decisions.

Google Incrementality Measurement Certification

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Is Marketing Mix Modeling right for my business?

MMM is particularly useful for businesses investing across multiple marketing channels that need a clearer view of how each one contributes to sales, revenue or other business outcomes.

It is also valuable when traditional attribution does not capture the full impact of media, when online and offline activity need to be analysed together or when teams need to make decisions about future budget allocation.

What data do I need to build an MMM?

The model typically combines historical media investment and performance data with the business KPI you want to explain, such as sales, revenue, leads or conversions.

External and contextual variables such as seasonality, promotions, economic indicators or relevant events can also be incorporated when they help explain changes in performance.

How much historical data do I need?

The amount of historical data required depends on factors such as seasonality, investment patterns, the KPI being analysed and the level of granularity needed.

Before building the model, our team assesses the available data to determine whether there is enough quality and coverage to produce reliable insights.

What level of granularity can the model work with?

Adsmurai MMMs can provide insights at channel level and, where the available data supports it, by campaign type or other relevant dimensions.

This helps teams understand how different parts of the media mix contribute to results and identify where investment may be reaching saturation or still have room to grow.

Can I analyse more than one business KPI?

Yes. Each MMM model is built around a primary KPI so that channel contribution can be evaluated consistently.

If you need to analyse different business outcomes, such as online revenue, offline revenue or leads, separate models can be developed for each KPI.

How does budget optimisation work?

Budget Allocator uses the results of the model to compare different investment scenarios and analyse how changes in spend could affect performance.

It takes into account channel response and saturation to help identify how budget could be distributed more efficiently across the media mix.

How does MMM measure incrementality?

Marketing Mix Modeling estimates the contribution of media while accounting for factors that also influence business results, such as baseline demand, seasonality and external variables.

This makes it possible to estimate the additional value associated with each channel and understand its contribution beyond what traditional attribution reports.

MARKETING MIX MODELING

Is MMM right for your business?

Tell us how you currently measure media performance, which channels you invest in and where you need more clarity. Our measurement team will help you assess whether MMM fits your business and what data you would need to get started.

Talk to our measurement team