MMM Costs: How much does marketing mix modelling (MMM) Cost?
Historically, designing and delivering MMM projects has been slow and labour intensive, and expensive. It was not uncommon to see marketing mix models cost £50k-£100k plus. This made marketing mix modelling prohibitively expensive for all but the largest brands. However, advances in machine learning technology, open-source code and artificial intelligence have meant that the cost of marketing mix modelling is falling dramatically - whilst the quality of models is improving significantly.
What’s changed in 2025
Estimates suggest MMM costs have fallen by at least 50% and, for less complex models, more than half versus five years ago. Some cost examples would be:
| Model Type | Description | MarketingIQ 2026 Costs* |
| MMM Lite Regression | Light fast regression to estimate media ROI | £5k to £10k |
| Full Funnel MMM | Full Marketing Mix Modelling | £10k to £25k |
| Media Mix Optimisation | Optimising Media Budget, Forecasting | £2k to £5k |
| First Party Customer Analysis | Extracting high value insight from first party data | £2k to £10k |
costs ex VAT
Now these powerful marketing science techniques are open to more companies and brands
The decline in costs has meant that more companies and brands can enjoy the significant commercial benefits of using MMM. Historically, for a brand spending £1m per year, a £100k cost for MMM was prohibitively expensive but a £15k-£20k cost make much more commercial sense in terms of return on the project cost as an investment.
What is the ROI on an MMM project
At MarketingIQ we can build a full Media Mix Model (MMM) for less than £10k. If you have an annual budget of £1m with sales of £10m, an MMM will most likely help you improve marketing budget efficiency and channel ROIs by at least 10%. If marketing generates 20% of your revenue (£2m) then a 10% improvement is worth or £200k. Against this background a £20k project that delivers a £200k increase in business performance is a very good investment.
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