Marketing Mix Modeling | Exactag's advanced MMM Solution (original) (raw)

From fast insights to deep knowlegde: MMM that drives growth

Our solutions cover the full spectrum of Marketing Mix Modeling (MMM): from Always-On MMMs that deliver fast, continuous insights and keep your campaigns on track, to tailored Research Models that address your specific business challenges. Whether it’s brand impact, funnel dynamics, or pricing strategies, we provide clarity where it matters most.

With our models, you don’t just get data – you get actionable answers that empower smarter decisions and maximize the impact of your marketing investments.

Choose your MMM solution

At Exactag, we recognize that not all Marketing Mix Modeling approaches are the same. That’s why we offer two distinct but complementary solutions: from day-to-day campaign steering to long-term strategic decision-making.

With our dual approach “Always-On MMM” for ongoing campaign optimization and “Research MMM” for deep strategic analysis, you finally get the full picture in one place.

Always-On MMM: Fast Models for continuous optimization

Continuous insights: Always up-to-date performance tracking – from monthly up to daily models.
Faster decision-making: Rapid feedback loops empower quick adjustments for ongoing optimization.
High analytical depth: Despite speed, the models deliver deep insights, analyzing not only channels but also campaign types and publishers.
Scenario planning: Flexible, tool-based simulations provide actionable optimization scenarios at any time.
Improved ROI: Ongoing measurement ensures budgets are allocated more efficiently across channels.
Transparency & clarity: Clear understanding of performance drivers for ongoing optimization.
you need a one-time analysis or are taking a pragmatic first step.
your focus is on non-sales metrics, such as branding and pricing.
you are dealing with strategic questions only, such as yearly planning or proof of concepts.
digital Attribution is not relevant, for example, in cases of offline sales or brand modeling.
you require quick, setup-free analysis of past campaigns.

Research MMM: The strategic deep dive into marketing impact

Strategic clarity: Provides a solid foundation for long-term, high-level decision-making.
Advanced questions answered: Explore brand effects, budget allocation, pricing strategies, or halo effects.
Big-picture view: Goes beyond campaign steering to uncover long-term market dynamics.
Holistic insights: Captures the full spectrum of marketing impact across channels and touchpoints.
Confidence for leadership: Delivers evidence-based insights to guide boardroom-level decisions.
Deeper validation: Ensures robust, evidence-based answers to the most complex marketing questions.
your marketing spans both digital and non-digital channels.
online sales are crucial to your business success.
ensuring the highest quality of digital data is essential.
you require daily updates of digital data
a unified view of data for strategic and daily optimization is important.
simplifying and streamlining data collection and modeling processes is a priority.
you seek detailed examinations of marketing activities and their impacts over time.
supporting well-informed, data-driven strategic decisions is a key goal.
You want to continuously optimize your campaigns instead of waiting for one-off reports.
You need clarity for your next campaign based on proven results, not assumptions.
You rely on flexible optimization scenarios that can be accessed directly within the tool.
You require reliable data for regular internal reporting to stakeholders and management.
You need fast results without compromising analytical depth across channels, campaign types, or publishers.
You want to understand the long-term impact of marketing activities, not just short-term results.
You need deep-dive analyses into brand strength, budget efficiency, or price sensitivity.
You are preparing strategic decisions at management or board level.
You need clarity on complex interactions such as halo effects across products or channels.
You aim to validate or adjust your overall marketing strategy based on evidence, not assumptions.

Always-On MMM Products:

Non-Digital Impact: Evaluate the contribution of offline channels in combination with attribution models.
MMM: Measure the combined effects of online and offline marketing on in-store sales.
Marketplace Attribution: Understand and quantify the impact of different marketplaces on sales performance.
you need a one-time analysis or are taking a pragmatic first step.
your focus is on non-sales metrics, such as branding and pricing.
you are dealing with strategic questions only, such as yearly planning or proof of concepts.
digital Attribution is not relevant, for example, in cases of offline sales or brand modeling.
you require quick, setup-free analysis of past campaigns.

Research MMM Products:

Brand Modeling: Analyze the impact of marketing on brand perception and value.
Deep-Dive Funnel Step Modeling: Understand effects along each stage of the customer journey.
Budget Allocation Modeling: Identify the optimal distribution of budgets across campaigns.
Halo Effect Analysis: Measure cross-effects between products, categories, or channels.
Price Modeling: Evaluate pricing strategies and their influence on sales and demand.
your marketing spans both digital and non-digital channels.
online sales are crucial to your business success.
ensuring the highest quality of digital data is essential.
you require daily updates of digital data
a unified view of data for strategic and daily optimization is important.
simplifying and streamlining data collection and modeling processes is a priority.
you seek detailed examinations of marketing activities and their impacts over time.
supporting well-informed, data-driven strategic decisions is a key goal.

Exactag’s unique approach:

Unmatched data quality: Leveraging exclusive partnerships, Exactag accesses a data foundation unparalleled in the market. Combined with our unique attribution data, we offer insights no one else can.
Top-tier algorithms: Our MMM solutions are built on proprietary AI methodologies, designed by our industry experts. This not only ensures that you receive insights backed by the latest in technological advancements but also guarantees their scientific reliability.
Expert guidance: Our team of experts, with extensive experience in media and campaign planning, is dedicated to supporting your marketing goals. We provide strategic advice and support tailored to your specific needs.
Fast results: Our models deliver rapid insights, with updates typically available monthly or even more frequently.
Actionable insights: it provides actionable insights for strategic and tactical marketing and media planning

Get precise, actionable answers to your marketing challenges

At Exactag, we emphasize precision and actionable insights. Each marketing channel is analyzed with a high degree of granularity, allowing you to understand and compare their individual performances effectively. From initial data collection to the final stages of delivering strategic recommendations, our team is dedicated to supporting your marketing goals with tailor-made solutions that address the unique questions of your marketing, such as:

Quantifying sales impact: Measure the direct effects of marketing activities on sales, helping to optimize marketing spend based on performance.
Assessing brand impact: Evaluate how brand-focused campaigns influence consumer perceptions and brand value along the sales funnel, essential for long-term brand strategy.
Modeling promotion impact: Analyze the effectiveness of promotional activities and their contribution to sales, customer acquisition, and market penetration.
Analyzing halo effects: Investigate the indirect benefits of marketing campaigns, such as how promoting one product can boost sales for others within the same brand.
Budget scenario: Creation and analysis of budget scenarios for sales and brand campaigns to efficiently allocate marketing funds and maximize ROI.
Optimizing budget across campaigns and regions: Allocate marketing funds efficiently across various campaigns and geographic markets to maximize ROI.
Simulating next best offers: Use predictive modeling to determine the most effective offers for different customer segments, enhancing personalized marketing strategies.

Expert

consultancy

During our projects we also offer expert consultancy services in data maintenance and operations. This ensures that your data systems are not only robust but also finely tuned to support continuous modeling and analysis efforts. Our consultancy extends to aiding your team in developing internal models that are customized to your specific needs.

Esther Cahn, VP Strategy & Customer Growth

Looking to master the MMM hype? Esther is here to guide you through what makes MMM successful. Discuss how to create a balanced, efficient, and impactful marketing mix that drives measurable results. Learn how to make data-driven decisions that enhance your digital reach and maximize your ROI.