Marketing mix modelling: How to get started and ensure success

Provides tips and guidance to marketers on finding the right MMM supplier, as well as how to ensure success and interpret and use results effectively.
  • The business case for MMM needs to be built, and whether to in-house or outsource must be decided.
  • Marketers need to know what they want to prove, stay involved through the process, and bring others on the journey.
  • Socialise findings across the business, which include a cost-benefit analysis and 'known unknowns' such as seasonality sales....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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