Continuous Marketing Mix Modeling
Identify the ROI of your marketing investments in real time, measuring short- & long-term effects for optimal growth.
Product Overview
In today’s complex marketing landscape, understanding the true impact of your media investments is crucial. Traditional Marketing Mix Modeling (MMM) typically provides annual or periodic analyses, giving important strategic insights, but often with too infrequent updates to make real-time adjustments. With Continuous Marketing Mix Modelling (cMMM), you can now also continuously optimise your efforts as the market shifts, ensuring your investments align with current market conditions.
Features & Benefits
Continuous Marketing Mix Modelling offers always-on insights, allowing you to optimize and act in real time. No more waiting for annual reports. Adjust your campaigns and strategies continuously, ensuring your marketing investments are always aligned with current market conditions.
Unlike static models, our Continuous Marketing Mix Modelling is built on industry-specific frameworks tailored to your business needs. We account for a wide range of variables, from marketing investments and campaign performance to external factors like competition, economic shifts, and consumer behavior.
At Nepa, we combine our knowledge of brand development and optimisation of marketing efforts to provide clients with a 360-degree view. This includes both short-term campaign optimisation and long-term brand impact, enabling our clients to drive both faster results and sustainable long-term growth.
Continuous Expert Support
At Nepa, we offer more than just tools—we provide guidance every step of the way. Our consultants are experts in brand and market analysis and will help you implement Continuous Marketing Mix Modelling. From setup to creating a custom simulator aligned with your goals, we provide ongoing support to ensure you’re making the right decisions at the right time.
Proactive Marketing with Real-Time Insights
Frequently Asked Questions
What is Marketing Mix Modelling?
Marketing Mix Modeling (MMM) is a statistical analysis technique used to measure the impact of different marketing activities (like advertising, promotions, pricing, and distribution) on sales or other business outcomes. It helps businesses understand which marketing efforts are driving the most value and return on investment (ROI).
By analyzing historical data, MMM identifies how each marketing channel or tactic contributes to overall performance, allowing businesses to optimize their marketing budgets and strategies for better results. It’s especially useful for determining the effectiveness of offline and online marketing channels and how they interact.
What is Continuous Marketing Mix Modelling?
Continuous Marketing Mix Modelling is the practice of regularly analysing and optimising marketing activities in real-time or at frequent intervals, rather than relying solely on occasional, static assessments.
Unlike traditional MMM, which primarily relies on historical data and is updated infrequently, continuous MMM integrates both historical data and live or near-live data from marketing investments, sales (or other business KPIs), and external factors. This combination enables continuous MMM to provide ongoing insights and adapt more quickly to changing market conditions.
This allows businesses to make dynamic adjustments to their marketing strategies, responding quickly to changes in the market. By optimising the media mix on a continuous basis, companies can ensure that their marketing efforts remain effective, up-to-date, and agile in a fast-moving environment.
What is holistic insights?
When conducting Marketing Mix Modelling, holistic insights refer to gaining a comprehensive understanding of how different marketing activities affect both short-term and long-term outcomes. This means not just evaluating the immediate impact of campaigns, like sales increases, but also considering the broader, lasting effects on brand equity and customer loyalty.
By adopting this approach, we ensure that marketing investments are optimised not only for quick results but also for sustainable growth and long-term brand health.
Is Continuous Marketing Mix Modelling suitable for all industries?
Yes, Nepas Dynamic MMM is built using industry-specific frameworks, ensuring it can be tailored to meet the unique needs of any business.
What makes Nepa’s cMMM tailored to each client?
Unlike “off-the-shelf,” and more static MMM models, Nepa’s cMMM is customised for each client’s unique needs, business goals, and market situation. The model adapts in real-time to rapidly changing market conditions and industry-specific cycles.
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Headquarters
Maria Skolgata 83,
118 53 Stockholm, Sweden
Phone: +46 8 400 268 00
Email: hello@nepa.com
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