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Marketing Mix Modeling
Build trusted models that drive smarter business decisions.
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brands are already driving measurable growth with us
Do these challenges sound familiar?
Even if you’ve used marketing mix models before, making sense of your marketing data can feel frustrating and can often keep growth on hold.
Data that refuses to play nice
You get sales reports weekly, digital channels update daily, and brand trackers arrive quarterly. It’s no wonder you struggle to connect the dots and turn all these signals into a single, reliable story.
Channels that blur together
You see it every day: TV lifts search, promotions impact base sales, and a campaign for one product can unexpectedly boost another. Even if you don’t measure it, these overlaps are shaping your results and your decisions.
Markets that won’t sit still
With inflation spikes, supply chain challenges, and aggressive competitors, your market is constantly changing. Without a structured way to adapt, past results won’t fully explain today - and certainly won’t guide tomorrow.
Decisions made on shaky certainty
How often are you handed “the ROI” for a campaign and left wondering how reliable it really is? Without clear ranges and confidence, it’s tough to know whether to act boldly or hold back.
If those challenges sound familiar, this is what modern MMM can bring you
Clarity from complexity
Turn scattered, multi-source data into a single, reliable view you can act on with confidence.
A true picture of impact
See how each channel, promotion, or campaign contributes - both individually and in combination - so you can see the full picture.
Resilience in a shifting market
Adapt to shocks, seasonal trends, and competitor moves, so your insights remain accurate and actionable no matter how the market changes.
Planning with confidence
Go beyond a single “ROI number.” Use ranges, sensitivity checks, and scenario analysis to know where to act boldly - and where caution is wise - so every decision is grounded in reliable insight.
See exactly where your marketing money is working and where it’s not.
Why ScanmarQED?
1. Seamless Data Management
We make sense of scattered data. Our platform automatically cleans, harmonizes, and organizes your marketing and sales data, giving you a single, reliable view that you can trust for decision-making.
2. Smarter Modeling with Machine Learning
Our advanced engine and genetic algorithm sift through your data to identify and test potential models, delivering the most accurate, evidence-based insights tailored to your marketing goals.
3. Actionable Insights, Anytime
Deploy your models to intuitive dashboards that make insights accessible to everyone, anywhere. From visual reporting to optimization tools, you can act on your Marketing Mix Models with confidence and speed.
4. Continuous Optimization and Ease of Use
As new data arrives, our model updater refreshes your insights automatically, keeping them relevant and accurate. Combined with a user-friendly interface, our software is quick to learn, easy to use, and designed to help your team make better marketing decisions faster.
Built for all industries
Media Agencies
Food & Beverages
Finance
Retail & Ecom
Gaming
Tech & Durables
A flexible operating model that fits your team
Fully serviced
"Do it for me"
We host, maintain, and manage your platform, delivering harmonized data and ready-to-use dashboards while you focus on strategy.
- Private cloud
- Data management
- Modeling as a Service
- Dashboard service
Cooperative
"Do it together"
Split the workload with us—keep full transparency and control while benefiting from our tools and expertise.
- Platform maintenance
- Modeling support
- Power user support
- Onsite tech training
Fully In-House
"Do it yourself"
Equip your team with our tech, training, and support to build your own high-performance analytics capability.
- Software
- E-learning
- Knowledge base
- Future refresh updates
Trusted by industry leaders and united teams across the globe
"strataQED is simply brilliant. It makes modelling and analysis so much easier and faster than other solutions I’ve tried. It’s worth its weight in gold the amount of time and resource I’ve saved. It’s easy to get started with, but the features are never ending. Anytime I think, “Do you know it would be handy if it could do this….” I dig a little deeper and find it can already do what I want it to do. Customer support is second to none, if I ever have any questions about the software, there’s someone on the phone to me on the same day to support and answer any questions I have. 10/10 would recommend."
"We needed a partner that could not only understand how the business makes investment decisions but also challenge us in finding better ways to make our planning processes work and the inputs and collaboration that might be needed for that. With Nick’s expertise and the support from ScanmarQED, we were able to do just that."
"ScanmarQED offers a user-friendly, easy-to-navigate platform with a clean, intuitive interface. The platform is backed by a responsive team which provides prompt support when required, and an industry-leading e-learning programme, resulting in competent and confident users. All in all, a great choice for any organisation looking to create an MMM capability"
"If we had to do the same work without the QED tools, we would need at least 10 people, instead of 4."
"The big advantage of the QED apps is the speed to getting to working on the model and working out what’s going on rather than bogging down in set up. This allows us to focus more on making effective decisions and making an impact on client’s businesses."
"The guided analysis and tailor made dashboards let us focus on analysis and insights instead of data and information. The end benefit is that our commercial teams have more focus on the business and can pursue additional opportunities."
Ever struggled with...?
How do I translate analytics into concrete budget shifts, not just pretty dashboards?
How do I know which channel is actually driving incremental sales?
If I increase my TV budget by 20%, what will really happen to sales?
Am I wasting time cleaning spreadsheets instead of making decisions?
How much should I cut from brand campaigns without killing long-term growth?
Why can’t I get a unified view of spend vs. performance across all channels?
Explore Our Products
QED
strataQED
Create advanced marketing mix models that analyze past performance and help you understand what’s working and what’s not from your marketing investments.
Learn more
QED
Pulse Planner
Optimise marketing budgets across tactics, brands and markets by combining existing marketing effectiveness insights with your internal forecasts.
Learn more
Request a demo today
Discover how our innovative solutions can transform your business with a live demo.
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Phil Spencer
General Manager, UK at ScanmarQED
Why your business could benefit from Marketing Mix Modeling
Are you confident that your marketing investments in 2025 are delivering the best possible returns? While marketing spend is a significant component of a company’s overall budget, it is often the least understood outside of the marketing function. Therefore, marketers are facing more pressure to maximize marketing ROI and justify the investment. That is why, it's critical to understand your marketing strategies' effectiveness.
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Recent studies show that businesses that optimize their marketing mix in a data-driven way can increase ROI up to 20%. Every dollar counts in the market, so making informed decisions is critical. This is where Marketing Mix Modeling (MMM) comes into play. MMM analyzes historical data and predicts future trends; it helps businesses optimize their marketing spend and improve performance in an actionable way.
Let's discuss how Marketing Mix Modeling can improve your marketing strategy and the key benefits it offers, as well as how ScanmarQED's advanced marketing optimization software can help you build better media mix models in-house.
What is Marketing Mix Modeling?
Marketing Mix Modeling (MMM) is a statistical analysis technique. It estimates the impact of marketing tactics on sales and profits. Marketing mix modeling analyzes past data to gauge each element's impact on company performance. By finding these relationships, businesses can spend their marketing budgets better. They can also improve their strategies and get better results.
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- Data: Historical data from many sources is needed in a structured and harmonized way. These include sales, marketing spend, market conditions, and external factors. This step is critical as the quality of the data directly affects the accuracy of the model. Data can be collected from multiple channels, such as social media, TV ads, digital campaigns, and in-store promotions.
- MMM Models Building: Using statistical methods to build models that quantify the impact of different marketing activities on sales. People commonly use techniques such as regression analysis and machine learning algorithms. These models help us understand the cause-and-effect link. It shows how each marketing driver affects sales.
- Analysis and Insights: Interpreting the model results to gain insights into the effectiveness of marketing tactics. Identify which marketing channels drive sales. Understand how increased spending in specific areas yields diminishing returns. These insights can be used to refine and improve marketing strategies continuously.
- Optimization: Adjusting marketing strategies based on insights to maximize ROI. In this step, you will move funds, adjust campaigns, and try new marketing mixes. You will do this to find the best strategies. Optimization is an ongoing process that requires regular monitoring and change.
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Implementing Marketing Mix Modeling offers several significant advantages:
- Informed Decision-Making: MMM provides data-driven insights. They let marketers make informed decisions, not rely on intuition. For instance, a business might find that raising social media ad spend pays off. It pays off more than TV ads.
- Budget Optimization: By understanding which marketing activities yield the highest returns, businesses can allocate their budgets more efficiently. This can lead to significant cost savings and better utilization of marketing resources.
- Performance Tracking: Marketing Mix Modeling enables continuous monitoring and evaluation of marketing performance, facilitating timely adjustments. Businesses can track the impact of their marketing efforts in real-time and make necessary changes to improve effectiveness.
- Risk Reduction: By predicting the outcomes of various marketing scenarios, MMM helps reduce the risk associated with marketing investments. Companies can simulate different strategies and choose the ones with the highest probability of success.
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MMM has evolved rapidly over the last decade. Modern Marketing Mix Modeling automate many of the above steps and make outcomes much faster available for marketers than the legacy approaches that are often slow and expensive. Key elements to modern MMM are:
- Automate data management and processing as much as possible.
- Avoid black boxes and rather choose for a guided modeling approach that uses AI and simplified workflows.
- Aim for reporting software that allow for rapid analysis (hours), meaning near-time decisions can be insight-led.
- Use forecasting and optimization tools that aid decision making.
Most importantly, design for scale – automate data, modeling, analysis, forecasting and reporting for greater returns!
Trends in Marketing Mix Modeling techniques
Modern Marketing Mix Modeling (MMM) techniques have evolved significantly, incorporating advanced methodologies trying to enhance accuracy and granularity. Key approaches include:
Daily MMM
Traditional MMM often used weekly or monthly data, but daily MMM can capture more granular fluctuations in marketing performance. This increased frequency enables marketers to detect short-term effects and seasonal patterns more precisely, improving the model’s responsiveness to dynamic market conditions.
Nested Modeling
This approach integrates different levels of data granularity within a single model. For example, a nested model might include both brand-level and product-level data, capturing interactions and hierarchies within the marketing mix. This multi-level analysis provides a more comprehensive view of how various marketing activities influence outcomes across different dimensions.
Triangulation
Also known as Unified Marketing Measurement (UMM), this involves combining Multi-Touch Attribution (MTA), experimental data, and MMM to validate findings and provide a holistic view of marketing effectiveness. By integrating these diverse methodologies, triangulation ensures more accurate and comprehensive insights, capturing both immediate and long-term effects of marketing activities.
Bayesian MMM
This technique employs Bayesian statistics to estimate the impact of marketing activities. It allows for incorporating prior knowledge and updating beliefs as new data becomes available, leading to more robust and adaptive models. Bayesian methods also facilitate uncertainty quantification, providing a probabilistic framework for decision-making.
All these techniques provides new opportunities but are also imposing risks by increased complexity. This can make them difficult to implement and interpret correctly, potentially leading to errors if not handled correctly. Therefore, it is more than ever important to select the right modeling technique for your business and needs. Seek the right partner to support you with this - ScanmarQED is here to help.
How ScanmarQED enhances MMM
ScanmarQED's marketing optimization software offers robust tools to streamline the Marketing Mix Modeling process. Our platform has advanced analytics, easy-to-use interfaces and thorough data management capabilities.
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Data Management: It effortlessly cleans, harmonizes, and organizes all your important, but scattered, data sets quickly and automatically.
Machine Learning Engine: The machine learning engine helps to sift through the data to identify potential models from the data provided.
Model Search: The genetic algorithm tests all models and identifies the best one for your marketing purposes.
Dashboard Reporting: Deploy your models to the reporting dashboards and have them available to everyone, anywhere, at any time.
Optimization Tools: Models can be deployed to the optimization tools to make well-informed decisions on your marketing budget.
Model Updater: As new data flows in, our powerful model updater refreshes your Marketing Mix Models automatically.
Quick and Easy to Learn: Our software is quick to learn and easy to use.
Building better Media Mix Models
Creating effective media mix models is crucial for optimizing your marketing efforts. Here’s how to ensure your models are robust and actionable.
- Steps to Build Effective MMM Models
- Challenges in Implementing MMM
- Best Practices for Successful MMM
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Steps to Build Effective MMM Models
1. Define Objectives: Clearly outline the goals of your marketing campaign. Understanding the main goals is essential. These goals include increasing brand awareness, boosting sales, or launching a new product. They are essential for building a relevant model.
2. Select Relevant Data: Choose the most pertinent data sources to include in your model. This includes sales data, marketing spend, competitor activities, and macroeconomic factors. Ensuring that the data is clean and accurate is crucial for model accuracy.
3. MMM Models Calibration: Continuously adjust the model parameters to improve accuracy. Calibration involves refining the model. This is based on new data and insights. It is to ensure the model remains relevant and reliable over time.
4. Scenario Analysis: Test various scenarios to predict potential outcomes and refine strategies. Scenario analysis helps understand the impact of different marketing strategies. It helps in choosing the most effective one. -
Challenges in Implementing MMM
While Marketing Mix Modeling offers substantial benefits, it also comes with challenges:
Data Quality: Ensuring the accuracy and completeness of data is paramount. Poor data quality can lead to incorrect insights and ineffective strategies.
Model Complexity: Building and interpreting complex models requires specialized expertise. Businesses may need to invest in training or hire experts to effectively use MMM.
Integration with Other Tools: Seamlessly integrating MMM with other marketing tools can be challenging but necessary for a comprehensive approach. Ensuring compatibility and data flow between different systems is essential for smooth operations.
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Best Practices for Successful MMM
To maximize your Marketing Mix Modeling's effectiveness, follow these best practices:
Invest in Quality Data: High-quality data is the foundation of accurate models. Regularly update and clean your data to maintain its integrity.
Continuous Learning: Stay updated with the latest advancements in modeling techniques and tools. Data science is rapidly evolving. Staying updated on new developments can be a competitive edge.
Collaborative Approach: Involve cross-functional teams to gain diverse insights and perspectives. Teams from marketing, finance, and data science can work together effectively. This can lead to more comprehensive and better models.
Regularly review and adjust your models. Keep them up to date as the market changes. Regular reviews keep your models relevant and accurate as markets change.
Case study: MMM implementation
Company overview
The company faced significant challenges with their legacy internal modeling processes, which consumed excessive "people time" and yielded inconsistent results upon each update, resulting in insights that were not actionable. In addition, it was facing declining returns on investment in its marketing spend. It turned to ScanmarQED for a solution.
Approach
Through working together with the internal analytics department, ScanmarQED identified the source of the problems and implemented solutions. This included the processing of their internal and external data, the type and structure of the models, the approach to optimization, and the overall MMM workflow (roles, steps, etc.). We subsequently built all initial models, set up and ran budget optimizations, wrote and presented results to leadership, and then helped them to design an ongoing work plan.
Results
Improved data engineering saves 40+ working hours per model update, and it improves data accuracy. Time savings led to more high-value modeling hours, more frequent updates and providing additional business insights from more models, including more brands and addressing strategic questions.
The company experienced increased ROI up to 15% in 6 out of the 7 quarters that were planned via our MMM software and process. By consistently identifying what is driving growth (or decline), teams are now able to focus on actions rather than explanations.
This case demonstrates the power of Marketing Mix Modeling. It can drive substantial boosts in marketing efficiency and effectiveness.
Why choosing ScanmarQED’s marketing optimization software?
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Marketing Mix Modeling is invaluable for today’s businesses. It is needed to optimize marketing and maximize ROI. By leveraging the power of data and advanced analytics, MMM provides actionable insights that drive better decision-making and improved performance. ScanmarQED’s marketing optimization software simplifies the MMM process. It offers a complete solution to build good media mix models in a fast and scalable way. Embrace Marketing Mix Modeling today and it will take your marketing to the next level.
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Utilizing ScanmarQED's marketing optimization software enables businesses to seamlessly integrate their data, analyze complex patterns, and derive actionable insights to identify your best performing marketing channels. It shows how each marketing activity affects sales and profits and enables you to make timely adjustments to your marketing strategy. This ensures that every dollar spent contributes to your business's growth.
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Moreover, ScanmarQED’s software is designed to be user-friendly, making it accessible for marketers at all levels of expertise. Our comprehensive data integration capabilities ensure that you have a holistic view of your marketing performance, enabling you to make informed decisions quickly and efficiently. You must continuously monitor and refine your marketing mix. Our Model Updater provides you with the latest insights on your marketing performance as new data flows in. This way, you can stay ahead of market trends and keep a competitive edge.
For more info and to see how ScanmarQED can help you, request a demo today. Discover how our tools can change your marketing strategy and boost your ROI.
Connected data. Better decisions.
