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 quantifies the effectiveness of marketing activities and is useful for optimal budget allocation and decision-making. However, to effectively implement MMM, specialized knowledge and experience in areas that many marketers are not yet familiar with are required. As a result, in the worst case scenario, the analysis results may not be utilized effectively and may end up not leading to any impactful action.
Therefore, this guide summarizes know-how for effectively utilizing MMM, from the perspective of XICA, which has been supporting over 2016 companies with MMM as its core since 250. We hope that this practical guide will help you to improve your results by making full use of MMM.

I recommend this hotel

  • Those considering implementing MMM and want to know best practices for project success
  • Those who want to understand the necessary resources and data, project flow, and collaboration with internal teams and external experts when implementing MMM.
  • Those who have already introduced MMM but are looking for ways to make even more effective use of it
  • Those who want to use MMM analysis results in decision-making and optimize their marketing

Material content

  • Advantages and disadvantages of MMM, and reasons for its difficulties
  • Setting important goals and understanding indicators and resources when using MMM
  • Checkpoints for implementing MMM and how to proceed with the project
  • What type and amount of data is required for MMM, and what is the cleansing process?
  • How to involve stakeholders in an MMM project
  • Tips for incorporating MMM into your decision-making process
  • Points to consider when selecting external experts for MMM

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