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...''

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.