Gartner Research

Master Marketing Mix Modeling to Maximize Your Media

Published: 12 March 2019

ID: G00382121

Analyst(s): Jason McNellis

Summary

Marketing mix modeling remains an important technique to improve media performance and quantify factors impacting marketing. Marketing leaders responsible for media investments and strategy should identify and make improvements to their modeling approach to increase overall marketing effectiveness.

Table Of Contents
  • Key Challenges

Introduction

  • What Is Marketing Mix Modeling?
  • Why Improve Your Existing Mix Model?

Analysis

  • Develop an MMM That Meets Your Current Insight Needs — Don’t Settle for High-Level Aggregations
  • Prove the Validity of Your Mix Model’s Predictions to Yourself and Your Colleagues — Don’t Just Trust the Results
  • Use Simulations and Optimization to Generate Better Marketing Plans — Don’t Just “Keep Score”
  • Improving MMM Is a Journey — Don’t Stop at Your First Destination

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