Marketing Mix Modeling (MMM)

To measure the contribution of your marketing and external factors (media, promotion, seasonality, etc.) to your performance (revenues, e-commerce visits, store visits, brand items, etc.), we roll out customized econometric models (MMM) that measure the long-term evolution of the explanatory factors between them and in comparison with a commercial performance indicator.

We roll out these MMMs at different levels of granularity, to provide you with an overview and strategic vision of the performance of your investments (contribution to sales, ROAS, etc.), applying the only method capable of providing an unbiased omnichannel measurement.   

The advantages of MMM models make them key elements of performance measurement devices.

Through our data & business expertise, we support you in this transformation:

• Defining a group of MMM models to meet your main management challenges (impact on general revenue, e-commerce, stores, departments, etc.)
• Rolling out the models while ensuring their consistency (between each other and in the long term)
• Industrializing them (data collection, structuring of analysis bases, automation of models, etc.)
• Support you while your teams increase their skills.

• Models developed in-house and mastered to avoid the "black box" effect

• Data expertise (econometrics, data engineering, data analysis) allowing us to provide you with precise and granular modeling
  

• Consulting expertise allowing us to support you in major projects to develop your measuring system    

• Business expertise (marketing, media, CRM, etc.) allowing us to build models useful to your business and to analyze their results and bias in order to recommend relevant and valuable actions