Modo25 / Digital Marketing Services / Marketing Mix Modelling (MMM)

Marketing Mix Modelling (MMM)

Marketing Mix Modelling helps you finally see what’s working, what’s not, and where to invest for maximum ROI across every touchpoint.

With our expert data scientists and proprietary ASK BOSCO® software, we give you the clarity to make confident, data-driven decisions.

What Is Marketing Mix Modelling?

Marketing Mix Modelling (MMM) is a powerful statistical technique that analyses historical performance data across your entire marketing ecosystem. It uncovers the real impact of different channels, from paid search, paid social, programmatic, and CTV, to offline and brand activity, enabling you to see what’s working, what’s wasting budget, and where to invest next.

Unlike attribution models that rely on user-level tracking, MMM uses aggregated data and advanced regression models, making it fully privacy-compliant and ideal in a cookieless future.

Why Marketing Mix Modelling matters

Today’s marketing landscape is more complex than ever. MMM helps overcome the major measurement challenges businesses face, including:

Difficulty proving true ROI
Fragmentation across online and offline channels
Limitations of last-click and Multi-Touch Attribution
Growing privacy regulations and cookie deprecation
The need for a holistic, future-proof measurement framework

MMM bridges the gap, helping you understand the true return on your marketing investment and clarity where traditional attribution falls short.

Future-proof measurement

Works without cookies or user-level tracking.

Holistic view

Includes online and offline media, creative impact, and external factors.

Strategic clarity

Identify diminishing returns and optimal spend levels by channel.

Our approach

We deliver a structured, data-driven MMM process with a focus on accuracy and strategic clarity.

How we do it…

1. Data Collection & Preparation

We gather and process all necessary inputs, including digital and retail data via our proprietary software, ASK BOSCO®, internal client data, and external factors.

2. Model Development

Using a Bayesian methodology, we merge human expertise with statistical modelling. The model measures channel impact on revenue and accounts for diminishing returns and lagged effects.

3. Insights, Recommendations & Optimisation

We provide actionable insights, optimal budget allocation scenarios, and ongoing review options to keep your strategy aligned with real-world performance.

What you get

Our MMM service provides:

Incremental ROIs for every channel
Optimal budget allocation scenarios
Short- and long-term impact analysis
Insights on non-marketing influences such as weather, pricing, promotions, and product availability

This means you’ll walk away with…

A clear understanding of what truly drives performance — and how to invest, enabling:

Smarter, more confident investment decisions
Improved long-term planning and forecasting
Visibility of non-marketing factors that influence results
A future-proof model that remains reliable despite privacy changes

Why choose Modo25?

Our MMM offering combines:

Instant access to performance data through our proprietary platform, ASK BOSCO®
In-house data science and senior marketing expertise
The ability to integrate experimental data for stronger, more robust models
Faster insight delivery compared to agencies reliant on manual data pulls
Our approach to MMM is…

Holistic: includes all marketing and non-marketing drivers
Future-proof: resilient to privacy changes and tracking loss
Aligned with modern best practice: complements MTA and incrementality testing

Speak to our team today

Let’s take the guesswork out of your marketing.

Talk to our team about building a bespoke Marketing Mix Modelling service that transforms how you measure, plan, and grow.