Marketing Mix Modeling:Measure What Truly Matters

In today’s complex media landscape, it’s no longer enough to know where your budget is going—you need to understand what it’s truly delivering. Our Marketing Mix Modeling (MMM) solution enables you to analyze the impact of each marketing channel based on data, measure your ROI accurately, and make confident, data-driven budget decisions. Powered by advanced AI and delivered through Mercury Media Technology, our tool goes beyond traditional MMM to unlock real business value.
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Clients we successfully collaborate with:

Peek&Cloppenburg
pilot
mydays
Jochen Schweizer
Vangraaf
What is MMM?

What is Marketing Mix Modeling (MMM)

Marketing Mix Modeling is a statistical analysis technique that reveals how different marketing channels contribute to business success—both online and offline. By analyzing historical performance data alongside seasonality, external factors, and spend levels, MMM uncovers true causal relationships.

Benefits of MMM:

01
Cross-channel impact measurement (TV, Social, Search, OOH, and more)
02
Identification of saturation points and diminishing returns
03
Inclusion of external influences like weather, economy, and competitors
Why MMM?

Why MMM with MMT?

Mercury Media Technology (MMT) offers a comprehensive solution that goes beyond traditional modeling. Here’s why partnering with MMT is a strategic advantage:
Marketplace for MMM
Marketplace for MMM algorithms and rapid participation of innovations
Highly standardized and automated with available AI-Assistance
Highly standardized and automated with available AI-Assistance
MMMs feasible at high granularity
MMMs feasible at high granularity (e.g., per region, per target group) and on multiple target KPIs
Marketing Measurement integrated
Marketing Measurement integrated into an AI-powered media operations platform for efficiencies beyond MMM
Flexible collaboration models
Flexible collaboration models from Full service with 100% transparency to complete self-service mode
experienced and innovative media operations
An experienced and innovative media operations and marketing measurement partner on your side
Flexible MMM

Flexible collaboration models from Full-Service to... complete Self-Service-Mode

Our platform gives you the flexibility to build models on your own or collaborate with our experts — depending on what suits you best. Easily choose and switch between collaboration models as your needs evolve.

Beginner

Client Involvement 25%
We provide full service for most tasks, handling everything from data to recommendations.

Partner

Client Involvement 50%
A balanced approach where MMT supports key tasks like data provisioning and feature engineering.

Expert

Client Involvement 75%
Ideal for teams who want to manage most of the process in-house, with MMT providing infrastructure and onboarding.
Future-Proof platform: Insight, Action, Impact!

Proven, open, and extensible technology.

We build on top of the best open-source MMM tools – and enhance them for enterprise-level use:
Robyn by Meta is an experimental, Al/ML-powered and open sourced Marketing Mix Modeling (MMM) package from Meta Marketing Science.
PyMC-Marketing by PyMC Labs is open source, developed by a team of PyMC Labs researchers and a community of experts. PyMC Labs has deep expertise in building Bayesian models to provide business insights. Pairing that with input from a community with strong applied marketing expertise and experience makes for a winning combination. See Why embrace open source? for more on this.
Meridian by Google is a highly customizable modeling framework that is based on Bayesian causal inference. It is capable of handling large scale geo-level data, which is encouraged if available, but it can also be used for national-level modeling.
Scope is MMT developed since 2020 and continuously improves a Bayesian Hierarchical Marketing Mix Modeling that is used in real MMM Projects with Clients and overcomes the shortcomings of current open-source-mmm-solutions.
Proven impact

Proven impact across industries

Our clients use MMT to: measure true channel ROI, reallocate budgets confidently, justify investments with data and drive faster, smarter decisions.

Our years of client experience and over 1000 projects have shown that our models have an average accuracy level of over 80%, enabling clients to increase their media impact by at least 10%.

10% +

increased media efficiency

1000 +
modeling projects
Self-service
train models yourself
Full-service
results in less than 4 weeks
Fair pricing

Decide how much involvement you need

Expert

€2890

/month
Client Involvement 75%
Infrastructure & Software
MMT
Onboarding & Support
MMT
Creation and provisioning of data sets for modeling
Client
Function test & Feature-Engineering
Client
Perform modeling & result interpretation
Client
Derivation of recommendations for action & preparation of proposals for decision-making
Client
Process management
Client
Decisions & Operationalization
Client
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Partner

€5390

/month
Client Involvement 50%
Infrastructure & Software
MMT
Onboarding & Support
MMT
Creation and provisioning of data sets for modeling
MMT
Function test & Feature-Engineering
MMT
Perform modeling & result interpretation
Client
Derivation of recommendations for action & preparation of proposals for decision-making
Client
Process management
Client
Decisions & Operationalization
Client
Learn more
Beginner

€7890

/month
Client Involvement 25%
Infrastructure & Software
MMT
Onboarding & Support
MMT
Creation and provisioning of data sets for modeling
MMT
Function test & Feature-Engineering
MMT
Perform modeling & result interpretation
MMT
Derivation of recommendations for action & preparation of proposals for decision-making
MMT
Process management
Client
Decisions & Operationalization
Client
Learn more

Ready to Start with Mercury MMM?

Curious to see what your marketing is really delivering? Now is the perfect time to implement an intelligent MMM framework. Our experts guide you from data prep to live implementation into your planning workflows.

Frequently Asked Questions

How does Mercury Media Technology ensure actionable insights from Marketing Mix Modeling?

MMT's MMM platform is built with a strong focus on actionability. Beyond delivering accurate models, we provide clear, strategic recommendations for budget reallocation and campaign optimization. Our intuitive dashboards translate complex data into practical steps, ensuring you can immediately apply insights to boost ROI and achieve your growth targets.

How does Marketing Mix Modeling (MMM) help optimize marketing ROI?

MMM helps optimize marketing ROI by identifying the incremental contribution of each marketing channel and campaign. This allows businesses to confidently reallocate budgets to the most effective channels, reduce wasted spend, forecast outcomes of future strategies, and ultimately maximize their return on marketing investments across all touchpoints for profitable growth.

What data is typically needed for an effective Marketing Mix Model?

An effective Marketing Mix Model requires comprehensive historical data. This includes marketing spend across all channels (e.g., digital, TV, print), sales or conversion data, pricing and promotional activities, and relevant external factors such as seasonality, economic indicators, or competitor trends. High-quality and consistent data are crucial for accurate and actionable insights.

How does Mercury Media Technology's MMM platform differ from traditional attribution models?

While traditional attribution often focuses on user-level, digital-only touchpoints, MMT's Marketing Mix Modeling platform provides a holistic, causal understanding of performance across all channels, including offline media. It's a privacy-compliant solution that uses aggregated data to reveal the true incremental ROI of your entire marketing mix, empowering strategic budget allocation beyond click-based metrics.

Can Marketing Mix Modeling (MMM) predict future campaign performance?

Yes, a key strength of advanced Marketing Mix Modeling platforms like MMT's is their predictive capability. By analyzing historical data and trends, MMM can forecast the likely outcomes (e.g., sales, ROI, market share) of various future marketing scenarios. This empowers marketers and leaders to conduct "what-if" analyses and optimize budget allocation before campaigns even launch, ensuring strategic foresight.

Contact

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20097 Hamburg / Germany
hello@mercurymediatechnology.com
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