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Materials useful for marketing
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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 solvingWe are entering an era where TV commercials can achieve the desired results.
~ Case study of achieving a 70% increase in results through data-driven creative production ~
It is difficult to quantitatively judge whether television commercial creative is good or bad.
We will introduce, with examples, how to create creative content that will lead to desired results, such as increasing awareness and promoting purchases. -
Category Problem solvingAchieving TV commercial placement that not only increases reach but also maximizes sales
～Success stories of major consumer goods manufacturers～
Television commercials are a large investment and therefore require a more precise strategy. We will introduce how to optimize your planning and a case study that successfully improved results by 10% with the same budget.
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Category Trend informationIn this rapidly changing era, how can you optimize your advertising investment to maximize business results?
The marketing environment is undergoing drastic changes these days.
We will introduce you to ways to optimize your advertising investment to maximize business results, even in situations where previous experience and common sense do not apply. -
Category HOW TO / KnowledgeGain knowledge of "statistics" and accelerate your marketing
- Introducing the basics and "MMM," a statistical analysis method that has recently been gaining attention again -
Are you familiar with "MMM (Marketing Mix Modeling)," a statistical analysis method in marketing? MMM makes it possible to quantify the impact that marketing measures have on business results.
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Category Problem solving\ A collection of on-off integrated analysis cases that will help you develop promotion strategies / What advertising measures have the greatest impact on business results such as sales?
~A case study clarifying the relationship between each policy~
We conducted a comprehensive analysis that took into account not only online advertising but also offline advertising to determine which advertising measures have the greatest impact on business results such as sales. We have compiled the suggestions and results obtained as a result into a collection of case studies.