Online Book Retailer MMM Case Study (2024)
16 March 2026
- Objective: Measure and report drivers of tickets sales over and above underlying seasonal patterns.
- Approach: Full funnel marketing mix modelling (MMM)
- Solution: Quantified the effect of all media channels including the impact of non-digital “fame building” media channels in growing sales
- Applicable to: Any business or marketing team that wants to move beyond Last Touch attribution identify the true incremental effects of media investments.
Simon Foster
Principal of MarketingIQ in London. Expertise in Customer Analytics, Marketing Mix Modelling (MMM), Influencer Measurement and Media Mix Optimisation. 25 years experience building models and leading data science teams for major agency groups including Interpublic, Omnicom and WPP.