Case Studies & Reports Download

From introduction to practice: Five checkpoints for effectively utilizing MMM

In order to effectively utilize "MMM (Marketing Mix Modeling)", it is essential not only to analyze, but also to interpret the results by comparing hypotheses with the results of the analysis, and to involve the organization in taking action.

Marketing Agenda 2024

Behind the scenes of a marketing strategy that increases your chances of success ── Marugame Seimen's data science method

Marugame Seimen is at the forefront of data-driven marketing, which is the ideal approach for many marketers. The man at the helm is Katsuaki Nagumo, Executive Officer and CMO of Toridoll Holdings and Director of Marketing at Marugame Seimen...

The cutting edge of marketing strategy formulation: Uncovering the mechanism of brand selection using "CMM"

In a highly competitive environment, companies are required to accurately communicate the appeal of their brands to consumers. However, it is not easy to accurately identify the key drivers that determine brand selection.
Therefore...

The key to successful marketing: 10 things to check before introducing MMM

To successfully implement Marketing Mix Modeling (MMM), it is essential not only to collect data but also to set clear objectives, identify issues, and develop appropriate hypotheses.
So, this white paper...

Marketing Agenda Tokyo 2024

Kewpie takes on the challenge of total marketing optimization through digital transformation ── The key to organizational collaboration is a data-driven decision-making platform

Kewpie continues to contribute to food and health around the world with its philosophy of "delicious, kind, and unique." While achieving such strong results this fiscal year that it expects to achieve its highest annual profit ever, it is also working to strengthen its core products and expand its value-added products through marketing...

MMM Reality: 2024 Edition

- Proper understanding of MMM and explanation of the latest findings and trends -

This 2024 edition report explains the latest findings and trends about MMM (Marketing Mix Modeling), which is widely used in the marketing field. This document explains the basic concepts of MMM and common misconceptions...

The value and limitations of "MMM"

- What is "CMM", a new approach that complements the limitations of MMM?

"MMM (Marketing Mix Modeling)" is a very useful analytical method in areas that many marketers worry about, such as cookie regulations and ROI accountability, and is now beginning to attract attention from many companies.

- 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...''