Skip to content
Contact
Home
Marketing Mix Modelling

Marketing Mix Modelling

Rigour in the model, clarity in the decisions

Marketing Mix Modelling (MMM) remains the most powerful way to understand what truly drives performance across markets, brands, and channels. But models alone do not create value. Decisions do. 

Ebiquity’s Marketing Mix Modelling combines rigorous econometric modelling with deep media expertise and senior consultancy judgement. That combination brings clarity, improving marketing effectiveness and advertising ROI. We go beyond reporting coefficients and ROI tables to interpret what the model is really telling you, explain why performance shifts, and translate results into decisions that stand up in the boardroom. 

Why it matters

Senior leaders are expected to justify marketing investment and make confident budget trade-offs. Yet many measurement approaches still fail at the point decisions are made.

What matters is clarity on what is driving incremental growth, what is genuinely marketing-led, and where budget should move next. Without a robust, well-interpreted MMM framework, organisations risk optimising in silos or mistaking correlation for causation.

Marketing Mix Modelling provides the foundation for decision-making because it:

 

  • Quantifies the true contribution of marketing and non-marketing drivers.
  • Separates short-term sales effects from longer-term brand impact.
  • Provides a consistent, comparable view of ROI across channels, markets, and time.
  • Enables forecasting, scenario planning, and budget optimisation grounded in commercial reality
  • Supports commercial planning by connecting marketing performance with pricing, promotion, and wider business drivers

What we deliver

Marketing effectiveness clarity

A transparent view of what is driving growth, what is holding it back, and where marketing is genuinely adding value, including the interaction between channels and the role of non-marketing drivers.

Advertising ROI you can trust

Channel and portfolio-level ROI grounded in econometric evidence, interpreted through real-world media knowledge, with clarity on short-term response and longer-term return.

Optimisation with context

Scenario planning and budget optimisation that reflect commercial realities, not theoretical maxima - including real-world constraints, market dynamics, and execution considerations.

Short- and long-term visibility

Understand immediate sales response alongside brand momentum effects and longer-term return, enabling balanced investment decisions.

5

Decision-ready interpretation

Clear, senior-level guidance that brings insight together and explains what the model means for your business, not just how it works.

Real-world impact

All case studies

How we do it

Rigorous econometric foundations

We build robust MMMs using established econometric techniques, modelling the impact of media alongside pricing, promotions, distribution, competitors, seasonality, and external factors. Our modelling approach flexes to the question at hand, drawing on multiple techniques to balance robustness, speed, and depth of insight.

Media-literate modelling

Our teams understand how media is planned, bought, and executed. That expertise shapes model design, variable selection, and interpretation, reducing the risk of misleading conclusions.

Human-led insight, not automated answers

Models do not explain themselves. Our consultants interrogate results, challenge anomalies, and apply judgement to separate signal from noise. This ensures insights are commercially credible, not just statistically valid.

Integrated measurement thinking

MMM outputs are designed to sit alongside attribution, brand tracking, and incrementality testing, strengthening confidence rather than competing with other methods. This creates a triangulated view of performance that senior leaders can trust.

From analysis to action

Results feed directly into scenario tools and optimisation frameworks, allowing teams to explore trade-offs and consequences before budgets are committed. Insights are powered by our proprietary interactive platform, enabling faster exploration, collaboration, and decision-making.

Why Ebiquity?

Global Scale. Local Expertise.
Unmatched Value. 

Effectiveness-first consultancy

Marketing effectiveness is not a by-product of modelling for us. It is the core objective, shaping how we design, interpret, and apply MMM, ensuring insights are focused on real decisions.

Independent, trusted advice

As an independent advisor with deep media governance credentials, our recommendations are objective, credible, and trusted by CMOs, procurement leaders, and finance teams alike.

Global consistency, local relevance 

A single methodological backbone applied consistently across markets, with flexibility to reflect local data realities and business questions – supported by robust quality assurance and scalable delivery.

Beyond the model

We help organisations embed MMM into decision-making processes, align stakeholders around evidence, and move from insight to sustained improvement. This includes faster access to insight, shared sources of truth, and tools that support ongoing optimisation rather than one-off analysis.

Better marketing decisions do not come from models alone. They come from expert interpretation, commercial understanding, and the confidence to act. Delivered with the independence, rigour, and speed senior leaders expect.

Get in touch