Data Intelligence
Marketing Mix Modeling + Data Science
Marketing mix modeling (MMM) is gaining renewed attention due to the complexities of attribution, the development of machine learning models, and the availability of open-source models like Robyn and Meridian.
Inaccurate MMM Models Can Cost More Than They Deliver
While marketing mix modeling (MMM) has become more accessible and easier to implement, challenges still exist in building an accurate and effective model:
- Understanding the business context
- Accounting for relevant variables
- Comparing different methodologies
- Validating the model through incrementality experiments
Inexperienced MMM practitioners may mistakenly attribute too much contribution to a channel or tactic that, in reality, has little effect on driving incremental results. Similarly, open-source or software-based models often focus more on error rates and model fits than on the accuracy of predicting and forecasting revenue impacts.
Addressing these issues requires a blend of technical expertise and business insight, developed through exposure to thousands of models across numerous brands. Our Data Intelligence team has overseen the creation, deployment, and calibration of thousands of models across billions of dollars in ad spend and tens of billions in revenue.
We implement modern models that are:
- Focused on business outcomes
- Validated for true impact
- Easy for media teams to understand
- Agile and frequently updated
- Predictive, enabling better forecasting
Strategic Ad Creators’ Data Intelligence team emphasizes these five principles, collaborating with our technology team to tailor our proprietary nova Intelligence system. The combination of nova and our experienced team makes us the only firm in our field capable of delivering results with speed, scale, and impact.
By having a dedicated data scientist working on your business, you could save millions in wasted ad spend. Our adaptable, tech-driven service offers the speed and agility of a software platform with the personalized care of a top-tier consultancy.
Accuracy
Ready to Make an Impact?
For brands and enterprise companies seeking digital marketing strategies that deliver proven results, Strategic Ad Creators is ready to be your growth partner.
Request your complimentary marketing audit to begin.