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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.
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- 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...
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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...''
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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.
Articles in all categories
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Category Problem solvingCan 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.
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Category Problem solvingHow 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%.
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Category Problem solvingTo what extent do in-store promotions and price reductions contribute to sales?
- Investment efficiency methods to survive in the red ocean market -
We will introduce a case study of a beverage manufacturer that visualized the effectiveness and efficiency of promotional measures such as in-store activities and price reductions, and even calculated the optimal campaign price to maximize profits.
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Category Problem solvingWhich is more effective for TV commercials: "time" or "spot"?
~ A marketing analysis case study that revealed the difference in effectiveness of TV commercials ~
Here we will introduce an analysis example in which a marketer's intuition that "the effectiveness of time-based advertising, which has been running for many years, seems to be declining" led to a comparison with the effectiveness of spot advertising, and a reallocation of the advertising budget suggested a 5% increase in sales.
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Category Problem solvingShould those TV commercials really be stopped?
~ A marketing analysis case study that took into account the brand accumulation effect and revealed the true effectiveness and efficiency of TV commercials ~
We will introduce an analysis example that visualized offline advertising, which is difficult to measure, and the brand cumulative effect of TV commercials, whose effectiveness is said to be particularly unclear, and successfully increased results by 12% by reallocating the advertising budget.
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Category Problem solvingHow much do publicity and social media contribute to sales?
~Approaching the essence of marketing effectiveness with MMM~
Do you understand the impact on sales of things like exposure on TV and the web, posts on official social media and the reactions to them?
This time, we will introduce a case where sales effects of marketing measures other than advertising were successfully visualized. -
Category Problem solvingWhat is "MMM" that all marketers should know about?
~ Benefits of Implementation: Insights from Three Company Case Studies ~
"MMM (Marketing Mix Modeling)" is ideal for visualizing the sales effects of marketing activities.
This time, we will introduce you to the basics of MMM as well as actual use cases. -
Category Trend informationBringing certainty to “CM creative”
～The option of neuromarketing～
Creative production for television commercials can easily fall into the trap of subjective and subjective judgment.
We will introduce the option of "neuro," which provides clear criteria for making such decisions and brings certainty to TV commercials, with examples. -
Category Problem solvingHow to quantitatively grasp the effectiveness of branding advertising
The hint is to visualize the "MMM x brand accumulation effect"
The "brand accumulation effect" is difficult to visualize.
This time, we will introduce the latest case where the brand accumulation effect was quantitatively grasped and overall optimization of marketing investment was achieved.