Marketing Mix Modeling

How to invest your money – 3 views
There are three basic models for marketing investment levels, competitive centric, performance based or customer centric. Watching what your competitors do makes you highly vulnerable to mirroring potential failure. Looking at cause and effect alone dooms you to incredibly limited experiments when there are thousands of combinations to look at which are evolving every day. Only customer centric planning and execution keeps your brand closely inline with the customers most stated preferences.

Understanding the effectiveness of media, versus just its reach, combined with the subtleties of a specific audiences need in content and frequency is at the very heart of great marketing mix decisions. Over $4 billion of sales and marketing investments were modeled through the Information Network Engram (INE) tool from 2004.

Highly specific data driven models
The Marketing Mix Model (MMM) uses the core components ($3.5M annual investment in the INE) of the INE to provide brands direct access to the most up to date sets of marketing and sales consumption patterns.

• Incorporates a real time decision making tool with marketing mix outcomes.
• Includes recommended cadence/frequency counts for each activity.
• Combines the needs of multiple technologies and targets in marketing mix programs.
• Enables the weighting of activities by overall and specific frequency costs.
• Combines all types of sales and marketing vehicles.

Real time, “What if planning”

MMM gives a brand access to connecting marketing and sales objectives directly to the needs of the customers. This reduces risk and increases the performance of activities.