[Correct marketing effectiveness analysis]

Misconceptions about MMM

Message

This time, XICA CEO Hirao appeared on PIVOT's official channel "&TALK" program on the topic of "The Cutting Edge of Data-Driven Marketing: Misjudgments in Marketing Effectiveness Analysis."

Marketing Mix Modeling (MMM) has been adopted by an increasing number of companies in recent years, but there are still some MMMs that are unable to perform analysis that is based on actual conditions.
In order to avoid making incorrect decisions when making important marketing decisions, it is essential to have a correct analysis of marketing effectiveness. In this video, we explain common misconceptions about MMM and points to note when putting it into practice.
In addition, we will introduce a solution concept called CMM (Consumer Mix Modeling) that addresses issues that cannot be resolved by MMM alone.

This is a must-watch video for marketers who want to know the "correct marketing effectiveness analysis" necessary to maximize ROI.

Program

opening
Misinterpretation of Marketing Effectiveness Analysis
How to conduct an effectiveness analysis
MMM (Marketing Mix Modeling) and CMM (Consumer Mix Modeling)
Future Vision

Video

If you would like to learn more about the areas in which the "MMM" analysis method is weak, as introduced in the video,The value and limitations of "MMM" - What is "CMM", a new approach that complements the limitations of MMM?Please refer to.

In addition to discussing the value and limitations of MMM, we will also explain alternative methods that complement MMM's weak areas, and one such alternative method is "Consumer Mix Modeling (CMM)."