Marketing Mix Modeling

Marketing Mix Modeling Software: Build vs Buy Calculator

Marketing Mix Modeling (MMM) has been around  since the 1960s, where it was used to correlate spikes and dips in sales to marketing activity. There has been a recent resurgence of interest in marketing mix modeling, as consumers increasingly opt out of digital tracking and digital-first brands mature to offline channels. We’re now living through …

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Creative performance drives 47% of sales: why is it missing from most models?

In 2017 Nielson conducted a study of 500 advertising campaigns across all major media platforms: TV, digital, magazines and radio. They found that a remarkable 47% of the campaign’s contribution to sales was attributable to Creative. A further 15% came from Brand, which we can think of as the culmination of past creative efforts. Despite …

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Introduction to Bayesian Methods for MMM

Introduction Note: this post was developed in partnership with Mike Taylor over at Vexpower where they’re working to educate marketers on how to do effective media mix modeling. This post gets a bit into the weeds, so if you want a more straightforward overview, definitely go check out the companion post over there. At Recast we use Bayesian techniques …

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