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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...''

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.

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.

How to prove with numbers that "TV commercial placement should be strengthened"?

~An example of using MMM to visualize the contribution value to business results~

We will introduce a case study where effectiveness analysis using MMM was used to verify the hypothesis that strengthening TV commercials, which are considered effective in raising awareness, is also effective in increasing the number of inquiries. By reallocating the advertising budget, we were able to successfully increase the number of inquiries by 11%.