There’s a lot of chatter out there on the return of marketing mix models (MMM) and what that return means for those seeking a return of their own — a return on investment. But, truth be told, marketing mix models have never gone away, especially at Leavened, where MMM is foundational to what we do.
How does a marketing mix model work? We break down just how this measurement solution helps marketers.
Marketing Mix Models: How Do They Work?
In the ever-evolving landscape of marketing strategies, one approach has stood the test of time, serving as a bedrock for decision-making and resource allocation: the marketing mix model (MMM).
While the marketing realm has seen numerous trends and fads come and go, the concept of MMM has remained steadfast, consistently delivering insights that drive businesses toward optimal return on investment (ROI).
In this piece, we delve into the intricacies of how a marketing mix model works, emphasizing its enduring relevance and its pivotal role at Leavened, where it is deeply ingrained in the DNA of our business strategy and services.
Understanding the Marketing Mix Model
At its core, a marketing mix model is a statistical analysis that dissects the intricate interplay of various marketing elements and their impact on business outcomes. These elements, often referred to as the “Four Ps” of marketing — Product, Price, Place, and Promotion — are carefully examined to understand how changes in each aspect influence the overall performance of a marketing campaign.
Let’s take a look at each of these Ps and how they relate to an MMM.
Product
This pertains to the tangible or intangible offering a company presents to its target audience. A marketing mix model assesses how variations in the product’s features, quality, and attributes impact incremental sales and consumer behavior.
Price
Pricing strategy is a critical component of marketing. A marketing mix model analyzes how alterations in pricing affect demand, brand perception, and sales revenue generation.
Place
Place refers to the distribution channels used to make a product or service accessible to consumers. The model investigates how changes in distribution methods, geographic reach, and inventory management impact sales and market penetration.
Promotion
This encompasses all promotional activities, including advertising, public relations, sales promotions, and other ways in which businesses market their products/services. A marketing mix model evaluates and helps measure the impact of marketing tactics and how shifts in promotional strategies influence consumer awareness, brand loyalty, brand equity and sales volume.
The Mechanics of a Marketing Mix Model
Marketing mix models derive their power in large part from the wealth of data at their disposal. One of the reasons for the so-called “return” of MMM is that new and powerful digital ecosystems allow for the mass collection, processing, and analysis of aggregated data.
This means that even small businesses can utilize the incredible power of MMM data to inform ad spend.
In other words, MMM is not just a big-fish game anymore. Just about any brand can get set up to perform MMM analyses.
Here are some typical steps involved in the process of making a marketing mix model work for you and your business.
Data Collection
This first step involves gathering an extensive dataset that encompasses historical sales data, marketing spending, market trends, and external factors like economic conditions, seasonality, and competition. This data serves as the foundation for analysis.
Data Preprocessing
Raw data is often messy and requires refinement. During this stage, data is cleansed, transformed, and structured to ensure accuracy and consistency.
Model Specification
Here, statistical techniques are employed to formulate the marketing mix model. This typically involves linear regression analysis, where relationships between various marketing inputs and the corresponding outputs are quantified.
Independent Variable and Dependent Variable Selection
Not all variables are created equal in influencing outcomes. Skilled analysts identify the most influential factors and discard those that introduce noise or redundancy.
Model Estimation
Using sophisticated statistical tools, the model’s parameters are estimated. This involves finding the coefficients that best represent the relationships between marketing inputs and outcomes.
Model Validation
The estimated model is rigorously tested against historical data to evaluate its accuracy and predictive capabilities. If the MMM falls short, adjustments are made iteratively.
Scenario Analysis
Once the validated model is in place, analysts can simulate various scenarios. This empowers decision-makers to explore how changes in marketing strategies may affect outcomes, aiding in strategic planning.
The Continuous Evolution of Marketing Mix Models
It’s important to recognize that marketing mix models are not static entities; they evolve alongside advancements in technology, data analytics, and market dynamics. Over the years, there have been notable enhancements that have enriched the efficacy of MMMs, including:
- Advanced Analytics: With the rise of machine learning and artificial intelligence, MMMs can now more quickly incorporate more complex algorithms to capture nonlinear relationships and intricate patterns in data.
- Attribution Modeling: Marketing mix models have integrated sophisticated attribution techniques that accurately attribute conversions to multiple touchpoints along the customer journey. This provides a holistic view of how different marketing efforts contribute to overall success.
- Digital Integration: As digital marketing channels proliferate, MMMs have adapted to include online and social media data, offering a comprehensive understanding of the impact of digital campaigns on sales and ROI.
The Unwavering Relevance of MMM at Leavened
At Leavened, the marketing mix model is not a mere tool; it’s a guiding principle that informs the decisions our clients make each and every day, from marketing budget allocation to campaign optimization.
Here’s why MMM remains at the core of what we do — and why we think it will continue to be the bellwether for all marketing data analysis.
Data-Driven Precision
Leavened harnesses the power of data to gain deep insights into the dynamics of consumer behavior. By dissecting historical data, we uncover hidden correlations and trends that drive actionable strategies.
Optimal Resource Allocation
Our commitment to ROI means that clients can make sure every marketing dollar is allocated judiciously. MMM enables us to identify the most effective channels and tactics, ensuring that resources are directed where they generate the greatest impact.
Strategic Forecasting
The ability to simulate various scenarios empowers clients to proactively adapt to changing market conditions. Whether it’s a shift in consumer preferences or economic fluctuations, MMM allows marketers to predict outcomes and tailor strategies accordingly.
Holistic Approach
At Leavened, we understand that marketing is not a siloed endeavor. MMM takes into account the interconnectedness of various marketing elements, offering a comprehensive view that guides holistic strategies.
Marketing is dynamic. Trends come and go. But marketing mix modeling stands as a timeless beacon of insight and strategy. It hasn’t necessarily returned; it’s being rediscovered.
The enduring relevance of MMM lies in its ability to decode the intricate dance between marketing inputs and business outcomes. At Leavened, MMMs have a pivotal role in driving ROI-focused decisions and fostering a data-driven culture that propels our clients’ businesses toward sustained success.
As marketing continues to evolve, the foundational principles of the marketing mix model will undoubtedly remain as relevant and indispensable as ever.
