How to build an in-house Marketing Mix Modeling capability

Marketing Mix Modeling (MMM) is firmly established as the most reliable and insightful way for brands to quantify the key drivers of growth. Without it, allocation and optimization of the marketing budget would be messy guesswork. Nowadays the question lies not in whether you should do it, but rather in how you can do it. You can hire an external party to perform marketing mix modeling for you, which might be easy, but as with most easy solutions, it is far from ideal. In the end, the benefits of building modeling capabilities internally are worth the effort, but that’s easier said than done.

This whitepaper will answer:

How to build MMM capabilities internally?
What are the 3 pillars of data-driven decision-making?

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ScanmarQED provides software and services for marketing analytics and planning, including marketing mix modeling, revenue growth management, brand management, and data integration and visualization. It integrates with a wide range of third-party data sources and helps to identify the drivers behind customer behavior and identify marketing tactics.