- Breaking away from copying last year's budget allocation -

What is "MMM": Data-driven optimization of marketing budgets?

Effective use of data is important for improving business results, and "MMM (Marketing Mix Modeling)" has been attracting attention again in recent years. MMM not only visualizes the sales effect of marketing activities, but also optimizes budget allocation...

Branding advertising should also evaluate the “brand accumulation effect”

~A case study in which the ROAS of a TV commercial improved approximately 5 times by adding brand accumulation effects~

Branding advertising is not intended for short-term sales, so it is difficult to understand its impact on sales. In order to correctly evaluate the effectiveness of branding advertising, it is important to consider the ``brand cumulative effect...''

A Practical Guide to Modern MMM for Marketers

～What are the key points to keep in mind to effectively utilize MMM, shared by XICA～

In recent years, many companies have turned their attention to an analysis method called MMM (marketing mix modeling) in order to respond to issues such as the diversification of marketing channels and cookie regulations.
MMM is a marketing activity...

Those who control the 4Ps control business.

～How to optimize marketing using MMM～

We will introduce examples of how to use MMM to maximize marketing results based on the theme of "4P", the four important strategies in marketing.

The 8 Essential Steps for Turning Data Analysis into Business Results

~What are the important points to keep in mind when analyzing data that can be used in business settings? ～

This document explains the basic flow of data analysis that you should remember in order to achieve results.
The content will help you deepen your understanding of how data analysis can be linked to decision-making and specific actions.

A guide to multiple regression analysis in Excel that empowers marketers

~ Understand the correlation between marketing measures and business results ~

Multiple regression analysis is a statistical method for predicting the future by explaining (equating) the ups and downs of the resulting data using multiple elemental data.
By using multiple regression analysis, all marketing measures, external factors, prices, etc. can be used to determine the results...

An approach to the unconscious that boosts creative effectiveness

~Marketers should know the true nature of invisible emotions and how to utilize them~

Did you know that 95% of people's behavior is determined by their "unconsciousness", which does not appear in surveys or interviews?
This time, while scientifically elucidating the importance of the unconscious in marketing, we will quantify the unconscious...

What is the optimal investment ratio between branding ads and mowing ads?

~The key is to visualize the effects of branding advertising~

Based on the theme of "branding advertising effects," which are difficult to visualize, we will introduce case studies that analyze brand accumulation effects and the optimal investment allocation between branding advertising and reaping advertising.

Can the effect of branding advertising on sales be proven?

~MMM reveals whether you should continue running TV commercials~

With the popular MMM, we will introduce an analysis example that visualizes the sales impact of "branding advertising", which has been thought to be difficult to understand, and provides numerical basis for reconsidering budget cuts.