Marketing Mix Models - MarketingIQ - Independent Media Measurement

How to validate a marketing mix model (MMM)

January 28, 2026By Simon FosterMarket Mix Models, Marketing Effectiveness, Marketing Mix Models, MMM

Can you trust your MMM? When presented with results from an MMM, one of your questions will be “can I trust the model?” You may have been presented with some positive-looking diagnositics; a high R2, possibly a low mean absolute error (MAE) or Mean percentage error (MAPE) which both look good. So everything’s OK then. … Read More

Maximising Media Effectiveness and Efficiency

March 1, 2022By Simon FosterAdvertising Evaluation, Market Mix Models, Marketing Effectiveness, Marketing Mix Models, MMM

This is a piece I wrote for an m/SIX newsletter in January 2022. Effectiveness and efficiency are not the same but they are both critical in media strategy, planning and activation Intro Marketing effectiveness and campaign efficiency are intertwined terms across the open plan workspaces of both advertisers and agencies. But they mean very different … Read More

What is Marketing Mix Modelling?

November 20, 2021By Simon FosterMarket Mix Models, Marketing Effectiveness, Marketing Mix Models, Media Evaluation, Media Planning, MMM

Marketing Mix Modelling or MMM is a regression-based approach to identifying the drivers of sales for a business or brand – making it a form of attribution. For many advertisers it is used to understand and optimise the effects of paid media in generating sales outcomes. Unlike many other forms of attribution, MMM aims to … Read More

I am an independent marketing and media effectiveness consultant, with an emphasis on delivering marketing science-based solutions to advertisers. My independent status allows me to show you “how it is” rather than “how it ought to be”.

I offer extensive experience to support this, having worked at multiple market-leading agencies and media companies including CACI, Channel Four, Initiative, Mindshare, mSix, Ogilvy and PHD.

Client Experience: You can see my client experience here.

Awards: In the last four years my team has won three MediaWeek Awards (a gold and two silvers) for Best use of Econometrics, and a Silver for Best Use of Data and a Special Award for Attribution in the 2019 WARC global Best use of Data awards.

Technical: From a technical point of view I use R for all modelling and have undertaken extensive R courses including Tree Based Models in R, Visualising spatial data in R, Analysing Social Media data in R, Time-Series analysis in R, Correlation and Regression in R, Data Manipulations with dplyr, Multiple and Logistic Regression R, Intermedia R and Modelling with Data in the Tidyverse.

I use these pages to share knowledge and skills with people who might be interested. If you want to follow me on LinkedIn you can find me here.

Enjoy! Simon.