At mediaROI, we deliver robust Marketing Mix Modeling (MMM) models in just three weeks.
A short timeline, given the complexity of the process. Here's why it's possible today — and why it's key for advertisers.
A Reminder of the MMM Principle
Marketing Mix Modeling evaluates the real impact of different marketing investments on performance (sales, traffic, leads).
It relies on the statistical modeling of each lever's contribution to growth, taking into account all internal and external factors.
To produce a reliable model, several thousand iterations are necessary. This process aims to progressively adjust the prediction curve so that it best reflects observed reality.
An Automated Process, but Not Without Human Intervention
Iterations are executed by machines, but the data scientist's work remains essential.
They intervene at several stages: initial calibration, parameter adjustment, business consistency verification, and then selection of the most robust model.
What Has Changed: Five Major Technological Advances
What took several months ten years ago can now be accomplished in a few weeks. Here's why:
- Cloud computing — The cloud makes it possible to centralize historical marketing data and run large computation volumes at low cost, without local infrastructure.
- Increased computing power — Today's processors can complete complex training in minutes, compared to several hours previously.
- Advanced statistical tools (R, Python) — Open source languages now offer powerful, well-documented libraries that accelerate model deployment and reproducibility.
- Machine learning contributions — Supervised techniques better capture complex dynamics: non-linear effects, variable interactions, saturation, carryover effects, etc.
- Production-ready open source frameworks — Tools like Robyn (Meta), Meridian (Google), or PyMC have democratized access to solid, flexible model foundations adaptable to each advertiser's reality.
What This Means in Practice
Thanks to these advances, mediaROI is able to offer its clients:
- high-performing and customized models,
- deliverable within 3 weeks of receiving data,
- designed to quickly inform strategic decisions.