In an era where marketing accountability is under the spotlight, many brands are asking the same questions:
- “What’s really driving our sales – brand or performance?”
- “How should we allocate budget in a tightening economy?”
- “Can we prove marketing impact without relying on last-click attribution?”
If you’ve asked any of the above, it’s time to talk about Marketing Mix Modelling (MMM) – and what it can (and can’t) do for your business.
What is MMM?
At its core, Marketing Mix Modelling is a statistical approach used to quantify the impact of different marketing activities – across both offline and online channels – on business outcomes such as sales, conversions, or brand KPIs.
MMM helps you:
✅ Understand the effectiveness of each media channel
✅ Separate short-term activation effects from long-term brand impact
✅ Simulate and optimise future budget scenarios
✅ Support strategic planning with hard numbers – not assumptions
Why marketers need MMM today
The pressure is growing:
- 65% of marketers struggle to prove ROI (HubSpot, 2024)
- Performance marketing channels are reaching saturation
- Third-party cookies are disappearing
- Boards are asking tougher questions
MMM gives marketing teams a much-needed shift: from fragmented reporting to holistic insight. From reactive optimisation to proactive decision-making.
But here’s the catch: not all MMMs are created equal.
MMM without brand insight is only half the story
Most MMM providers do a solid job at modelling media impact. But many models are built for performance teams and media planners – not for marketers who also need to grow brand equity, reposition in a new market, or plan long-term.
That’s where the biggest gap lies.
Without integrating brand tracking data, you risk:
- Underestimating the long-term impact of your marketing
- Overinvesting in high-frequency short-term channels
- Making decisions that optimise for this quarter, but damage next year
Why Nepa?
At Nepa, we believe MMM only works if it’s connected to a bigger picture.
That’s why we combine cutting-edge econometrics with deep brand expertise.
Here’s what makes us different:
🧠 Brand-first insight
We’re not just number crunchers. We’re brand growth experts. We enrich MMM with continuous brand tracking, campaign evaluation and category understanding – so you can see the full impact of your marketing.
🔁 Holistic thinking
We interpret MMM results in the context of your entire marketing strategy – helping you balance short-term sales with long-term brand building.
📊 Independent and transparent
We’re not tied to media buying. Our only agenda is to help you grow efficiently – with decisions based on business outcomes, not spend levels.
📈 Continuous decision support
Choose a one-off MMM for strategic planning, or go continuous with cMMM – a flexible setup with dashboards, scenario tools and regular updates aligned to your needs.
Final thought
If you're ready to stop guessing and start optimising with confidence – make sure your MMM is built on more than data science. Make sure it’s built on brand understanding.
👉 Let’s talk about how we can help you turn your media spend into meaningful, measurable brand growth.
Published on: 25TH MAY 2025