Do you want to take your Marketing Mix Modelling in-house?
There are many benefits to in-housing your MMM
- Own your MMM capability – Build a permanent marketing measurement asset within your organisation.
- Work transparently and move away from “Black boxes” – Understand every assumption, model and recommendation. You can move beyond “Black Box” MMM software
- Move faster – Refresh models and answer new business questions quickly – move as fast as you and your team can.
- Reduce long-term costs – Lower dependence on repeated external consultancy, build as many models as you need at no additional cost.
- Make better marketing investment decisions – Optimise investment using robust, evidence-based decision support
A transparent MMM solution that uses proven econometric methods to build robust models and reveal incremental lift from your media investments
- We offer a practical transparent alternative to Google’s Meridian and Meta’s Robyn.
- Meridian is a great tool – if you are a larger organisation with a large data science team able to implement MMM at scale, and you are comfortable with Bayesian methods.
- Robyn is also a great tool, but it uses machine learning rather than econometric statistics so you don’t see quality measures like confidence intervals and p-vales, which unsettles some users.
- Both these tools are compiled with tens of thousands of lines of code and sub-routines making them difficult to unpack and explain to advertisers.
- MarketingIQ MMM product uses traditional econometric approaches – still used widely by economists in banking, finance and economic forecasting. It is compiled with around 3.5k lines of code in clearly structured sections and is highly transparent and fully interpretable.
Benefits of the MarketingIQ MMM Pipeline
Key features are as follows:
- End-to-End MMM Pipeline – A complete workflow from data preparation through to modelling, diagnostics, forecasting and reporting.
- Transparent Methodology – Every transformation, assumption and model output is fully visible and explainable.
- Automated Data Quality Checks – Built-in validation, missing value checks and consistency testing before modelling begins.
- Advanced Media Transformations – Supports adstock, lag effects and diminishing returns to reflect real-world marketing behaviour.
- Comprehensive Statistical Diagnostics – Automated testing for model fit, multicollinearity, autocorrelation, heteroscedasticity, normality and outliers.
- Scenario Planning and Forecasting – Test alternative investment strategies and forecast the likely commercial impact before implementation.
- Modular Architecture – Easily extended with additional modules such as Brand MMM, Pricing, RFV, Attribution and Forecasting.
- Professional Reporting Outputs – Generates presentation-ready charts, contribution analysis, diagnostics and executive summaries.
- Optimisation Tools – Evaluate marketing investment scenarios to identify more efficient budget allocation.
- Licensable and Client-Owned – Deploy the platform within your organisation, retaining ownership of your data, models and analytical capability.
Example Outputs from the MarketingIQ MMM Pipeline
You can see multiple examples our MMM output charts here. These include
- Raw example time series
- STL trend and seasonality extraction
- Autocorrelation test (fail, systematic autocorrelation)
- Autocorrelation test (pass, systematic autocorrelation removed)
- Time series anomaly detection
- Media spend by channel by week with sales
- Media spend distribution around media by channel
- Media spend distribution histograms by channel
- Adstock and diminishing returns (example extracted parameters)
- Diminishing returns curves
- Adstock BVOD example @ 60% carryover
- MMM Actual vs Fitted example chart
- MMM Sales Decomposition Chart showing actual vs fitted and the contribution from driver variables
- MMM Waterfall chart: Contribution to Unit Sales by driver