Marketers want to steer their investments based on robustly measured ROI. This is precisely what mediaROI has been offering for over a year. But a challenge remains: not all marketing levers operate on the same timeframes.
SEA generates a very rapid impact, while TV or online video gradually build momentum, with a more pronounced role at the top of the funnel. Comparing these levers without a common time frame is therefore often misleading.
An Econometric Approach That Respects Each Lever's Specificities
To enable fair budget allocation decisions based on comparable results, mediaROI has integrated a period-based performance reading into its platform, derived from Marketing Mix Modeling (MMM). This structure allows each lever to be evaluated according to its actual contribution rhythm, without distorting the overall picture.
Breaking Down Impact by Time Window
This new approach distinguishes three essential horizons for an effective allocation strategy:
- Short term – 7 days: the tactical view, ideal for levers generating an immediate impact on sales or traffic.
- Medium term – 30 days: the growth dynamic, suited to levers whose influence builds progressively.
- Long term – 90 days and beyond: sustainable building. Although the model can extend the analysis further, the residual impact becomes marginal after 90 days (less than 5%), which justifies this practical limit.
What About Beyond 90 Days?
Over 1- to 2-year horizons, MMM no longer directly measures incrementality. It then becomes possible to use complementary approaches, such as multiplier coefficients, to estimate long-term effects, with all necessary methodological caution.
Why This Multi-Period View Is Decisive
Because it finally allows levers to be compared on equitable bases that are consistent with how they actually work. It eliminates approximations and provides marketing teams with a solid decision-making foundation, based on a proven and reproducible econometric methodology.
A Step Toward Unified Marketing Measurement
This innovation is part of a broader vision: unifying the strategic view from MMM (contributions and incrementality) with the tactical granularity of digital attribution, particularly over 7- and 30-day horizons. This convergence will give rise to a truly holistic measurement, combining statistical depth and operational precision.
If you would like to discuss your own measurement windows — short, medium, long term — or discover how to standardize them in your analyses, our team is at your disposal.