In a world where marketing teams are drowning in dashboards but starving for clarity, we sat down with Charlotta Lundberg – one of Nepa’s leading Marketing Mix Modelling (MMM) experts – to talk about what’s broken, what’s changing, and what makes MMM truly valuable today.
Here’s what she had to say:
Q: Why is MMM more relevant than ever?
Because marketing has reached a tipping point. Teams are expected to prove impact, justify budgets, and still balance performance with brand – all while facing tighter margins and shifting consumer behaviour. MMM gives you the clarity to do just that. But only if it’s built the right way.
Q: What’s often missing from traditional MMM setups?
Context. Most MMMs focus solely on media efficiency — “this channel worked,” “that one didn’t.” But they ignore why results look the way they do. They rarely include brand impact, category trends or campaign quality. That’s a problem — because if you only measure short-term outcomes, you miss what drives long-term growth.
Q: So what’s the alternative?
You need an MMM model that reflects the full picture. At Nepa, we integrate continuous brand tracking into our MMM so we can measure not just what happened — but what it means for the brand and business going forward. That’s where the real value lies: in the combination of econometric rigour and marketing expertise.
Q: What kind of results have you seen from recent projects?
Across a range of industries — retail, banking, FMCG — we’ve helped clients unlock significant ROI improvements, in some cases up to 50%. But it’s not just about lift. It’s about understanding where to cut without hurting growth, when to invest more, and how to align media decisions with business goals.
In one case, we worked with a retailer who had maxed out returns on their digital channels. The data showed they needed to rethink the mix, and shift budget towards more scalable, un
derused areas. That insight led to a measurable sales lift – without increasing overall spend.
Q: What makes Nepa’s approach different?
We’re not a media agency. We don’t have an interest in pushing one channel over another. We’re here to guide better business decisions. What sets us apart is our ability to put results into a strategic context — thanks to our background in brand insight, campaign evaluation and customer behaviour.
Also, we don’t just drop a report and walk away. Whether it’s a one-off model or our continuous MMM (cMMM) setup, we work side by side with clients to interpret, simulate and act on what the data shows.
Q: Final thoughts?
If your MMM doesn’t include brand tracking, it’s incomplete. If it doesn’t guide decision-making, it’s just noise. The smartest marketers today don’t just want to measure what worked — they want to know where to go next. That’s where we come in.
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Published on: 25TH MAY 2025