{"id":25493,"date":"2025-04-23T10:41:49","date_gmt":"2025-04-23T10:41:49","guid":{"rendered":"https:\/\/nepa.com\/marketing-mix-modelling-mmm\/"},"modified":"2025-10-16T13:10:18","modified_gmt":"2025-10-16T13:10:18","slug":"marknadsforingsmix-modellering","status":"publish","type":"post","link":"https:\/\/nepa.com\/sv\/blog\/marknadsforingsmix-modellering\/","title":{"rendered":"Marketing Mix Modelling &#8211; en smartare analysmodell"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1jal2ru-76e8ded1945543da41308cfbf586636d\">\n.avia-section.av-1jal2ru-76e8ded1945543da41308cfbf586636d{\nbackground-color:#f7f7f7;\nbackground-image:unset;\n}\n<\/style>\n<div id='full-article'  class='avia-section av-1jal2ru-76e8ded1945543da41308cfbf586636d main_color avia-section-default avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  container-sm avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-25493'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-evo4dm2-0ad3b35b411dbc382b4467c502b880d8 sc-av_one_half av-break-at-tablet-flextable av-mobile-columns-flex av-columns-reverse av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-evo4dm2-0ad3b35b411dbc382b4467c502b880d8\">\n.flex_column.av-evo4dm2-0ad3b35b411dbc382b4467c502b880d8{\nwidth:47%;\nmargin-left:0;\n}\n.avia_transform .flex_column.av-evo4dm2-0ad3b35b411dbc382b4467c502b880d8{\nanimation-duration:2s;\n}\n#top .flex_column_table.av-equal-height-column-flextable.av-evo4dm2-0ad3b35b411dbc382b4467c502b880d8 .av-flex-placeholder{\nwidth:6%;\n}\n<\/style>\n<div  class='flex_column av-evo4dm2-0ad3b35b411dbc382b4467c502b880d8 av_one_half  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  first av-break-at-tablet flex_column_table_cell av-equal-height-column av-align-bottom av-animated-generic bottom-to-top  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-edyh4q2-b3ad3700f1199372b6cbf8525c0be548\">\n#top .av-special-heading.av-edyh4q2-b3ad3700f1199372b6cbf8525c0be548{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-edyh4q2-b3ad3700f1199372b6cbf8525c0be548 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-edyh4q2-b3ad3700f1199372b6cbf8525c0be548 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-edyh4q2-b3ad3700f1199372b6cbf8525c0be548 av-special-heading-h1 custom-color-heading blockquote modern-quote  avia-builder-el-2  el_before_av_textblock  avia-builder-el-first '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >Marketing Mix Modelling &#8211; en smartare analysmodell<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-1e4443u-75aa3a7f25c8eae7521e99c282af6e41 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p><b>Marketing Mix Modelling<\/b><span style=\"font-weight: 400;\"> visar vilken effekt varje kanal faktiskt bidrar med s\u00e5 att du kan fatta r\u00e4tt beslut, optimera investeringarna och n\u00e5 b\u00e4ttre resultat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u00e4r konkurrensen om uppm\u00e4rksamheten \u00e4r stenh\u00e5rd r\u00e4cker det inte med bra produkter eller snygga kampanjer. Du beh\u00f6ver en strategi som faktiskt driver effekt. Det \u00e4r h\u00e4r Marketing Mix Modelling g\u00f6r skillnad \u2013 genom att visa vad som fungerar, varf\u00f6r, och hur du ska agera f\u00f6r att v\u00e4xa.<\/span><\/p>\n<\/div><\/section><\/p><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ccvvnu-6753584968b8746a82ddb51b95e6b1e0\">\n.flex_column.av-1ccvvnu-6753584968b8746a82ddb51b95e6b1e0{\nwidth:47%;\nmargin-left:0;\npadding:0 0 0 0;\n}\n.avia_transform .flex_column.av-1ccvvnu-6753584968b8746a82ddb51b95e6b1e0{\nanimation-duration:2s;\n}\n#top .flex_column_table.av-equal-height-column-flextable.av-1ccvvnu-6753584968b8746a82ddb51b95e6b1e0 .av-flex-placeholder{\nwidth:6%;\n}\n<\/style>\n<div  class='flex_column av-1ccvvnu-6753584968b8746a82ddb51b95e6b1e0 av_one_half  avia-builder-el-4  el_after_av_one_half  avia-builder-el-last  av-break-at-tablet flex_column_table_cell av-equal-height-column av-align-bottom av-animated-generic bottom-to-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m9sh1d8d-2439d60f156a1da62255f168c9cd4e51\">\n.avia-image-container.av-m9sh1d8d-2439d60f156a1da62255f168c9cd4e51 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-m9sh1d8d-2439d60f156a1da62255f168c9cd4e51 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-m9sh1d8d-2439d60f156a1da62255f168c9cd4e51 av-styling- avia-align-left  avia-builder-el-5  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-23592 avia-img-lazy-loading-not-23592 avia_image ' src=\"https:\/\/nepa.com\/wp-content\/uploads\/2025\/04\/6.jpg\" alt='Marketing Mix Modelling (MMM)' title='Marketing Mix Modelling (MMM)'  height=\"1034\" width=\"1500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/nepa.com\/wp-content\/uploads\/2025\/04\/6.jpg 1500w, https:\/\/nepa.com\/wp-content\/uploads\/2025\/04\/6-300x207.jpg 300w, https:\/\/nepa.com\/wp-content\/uploads\/2025\/04\/6-1030x710.jpg 1030w, https:\/\/nepa.com\/wp-content\/uploads\/2025\/04\/6-768x529.jpg 768w, https:\/\/nepa.com\/wp-content\/uploads\/2025\/04\/6-705x486.jpg 705w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='full-article'  class='avia-section av-d2ldtca-abf4f16474b0083d7a18c5b0734c1b41 main_color avia-section-default avia-no-border-styling  avia-builder-el-6  el_after_av_section  el_before_av_section  container-sm avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-25493'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-csqjgsq-09c40b1369f1f21220c99bea712365d1 av_one_fifth  avia-builder-el-7  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div  '     ><\/div><div  class='flex_column av-c1vaney-2da6d290a1721d8fd2b24652c75bebcc av_three_fifth  avia-builder-el-8  el_after_av_one_fifth  el_before_av_one_fifth  text-a flex_column_div  '     ><section  class='av_textblock_section av-m9sh4rl4-22a0b42e9be28a1ddfd8a693e2bb6174 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Vad \u00e4r Marketing Mix Modelling?<\/h2>\n<p>Marketing Mix Modelling \u00e4r en statistisk analysmodell som visar hur olika marknadsaktiviteter p\u00e5verkar f\u00f6rs\u00e4ljningen, b\u00e5de var f\u00f6r sig och tillsammans. Modellen bygger p\u00e5 historisk data och g\u00f6r det m\u00f6jligt att f\u00f6rst\u00e5 vilka aktiviteter som driver resultat, vad de bidrar med och hur du b\u00f6r prioritera fram\u00e5t.<\/p>\n<p>I den h\u00e4r guiden f\u00e5r du veta:<\/p>\n<ul>\n<li aria-level=\"1\">Vad Marketing Mix Modelling \u00e4r, och hur det fungerar<\/li>\n<li aria-level=\"1\">Hur modellen skiljer sig fr\u00e5n andra metoder, som attribution \u00f6ver flera kontaktpunkter<\/li>\n<li aria-level=\"1\">Hur analysen anv\u00e4nds i praktiken<\/li>\n<li aria-level=\"1\">Hur du kan anv\u00e4nda insikterna f\u00f6r att \u00f6ka ROI och driva tillv\u00e4xt<\/li>\n<\/ul>\n<h2>Media Mix Modelling vs Marketing Mix Modelling<\/h2>\n<p>Begreppen anv\u00e4nds ofta synonymt, men tekniskt sett \u00e4r det skillnad:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Media Mix Modelling<\/strong> fokuserar p\u00e5 mediekanaler (tv, digitalt, print etc.)<\/li>\n<li aria-level=\"1\"><strong>Marketing Mix Modelling<\/strong> \u00e4r bredare och inkluderar \u00e4ven pris, produkt och distribution<\/li>\n<\/ul>\n<p>Sedan 1960-talet har modellen utvecklats fr\u00e5n att hantera ett f\u00e5tal medier till att analysera hela den komplexa kanal- och produktmixen.<\/p>\n<h2>S\u00e5 fungerar Marketing Mix Modelling<\/h2>\n<p>Analysen anv\u00e4nder regressionsmodeller f\u00f6r att uppskatta varje kanals bidrag till aff\u00e4rsresultatet. Det bygger p\u00e5:<\/p>\n<ul>\n<li aria-level=\"1\">Minst tv\u00e5 \u00e5rs historisk data f\u00f6r marknadsf\u00f6ring och f\u00f6rs\u00e4ljning<\/li>\n<li aria-level=\"1\">H\u00e4nsyn till alla faktorer som p\u00e5verkar f\u00f6rs\u00e4ljningen \u2013 mediek\u00f6p, prisf\u00f6r\u00e4ndringar, s\u00e4song, kampanjer m.m.<\/li>\n<li aria-level=\"1\">Att isolera effekten av varje enskild kanal<\/li>\n<li aria-level=\"1\">Att r\u00e4kna med avtagande effekt och eftersl\u00e4pning, t.ex. p\u00e5verkan av tv-reklam \u00f6ver tid<\/li>\n<\/ul>\n<h3><strong>Vad du f\u00e5r ut:<\/strong><\/h3>\n<ul>\n<li aria-level=\"1\">Bidrag fr\u00e5n varje kanal till f\u00f6rs\u00e4ljningen<\/li>\n<li aria-level=\"1\">ROI per kanal<\/li>\n<li aria-level=\"1\">Scenarier som: \u201dVad h\u00e4nder om vi minskar print med 20 % och \u00f6kar digitalt?\u201d<\/li>\n<li aria-level=\"1\">Rekommendationer f\u00f6r hur mediemixen b\u00f6r optimeras<\/li>\n<\/ul>\n<h2>Vilka faktorer ing\u00e5r i analysen?<\/h2>\n<p>En robust Marketing Mix Modelling-modell tar h\u00e4nsyn till alla viktiga faktorer som p\u00e5verkar f\u00f6rs\u00e4ljningen:<\/p>\n<h3>1. Basf\u00f6rs\u00e4ljning<\/h3>\n<p>Den f\u00f6rs\u00e4ljning som sker utan marknadsf\u00f6ring \u2013 ofta drivet av varum\u00e4rkesstyrka, vanor eller efterfr\u00e5gan.<\/p>\n<h3>2. Marknadsf\u00f6ringsdriven f\u00f6rs\u00e4ljning<\/h3>\n<p>Den f\u00f6rs\u00e4ljning som kan kopplas direkt till en kampanj eller kanal.<\/p>\n<h3>3. Medieinvesteringar<\/h3>\n<p>B\u00e5de betalda och organiska t.ex. tv, s\u00f6k, display, sociala medier, radio, utomhusreklam.<\/p>\n<h3>4. Kampanjer och rabatter<\/h3>\n<p>Tillf\u00e4lliga lyft fr\u00e5n butikskampanjer, rabattkoder eller erbjudanden.<\/p>\n<h3>5. Priss\u00e4ttning<\/h3>\n<p>Modellen s\u00e4rskiljer prisp\u00e5verkan fr\u00e5n annonsdriven p\u00e5verkan.<\/p>\n<h3>6. Distribution och tillg\u00e4nglighet<\/h3>\n<p>Butikst\u00e4ckning, hyllutrymme eller e-handel \u2013 allt p\u00e5verkar f\u00f6rs\u00e4ljningen.<\/p>\n<h3>7. Lanseringar och varum\u00e4rkesh\u00e4ndelser<\/h3>\n<p>Nya produkter kan lyfta, eller kannibalisera p\u00e5, befintliga.<\/p>\n<h3>8. Yttre faktorer<\/h3>\n<p>S\u00e4song, konjunktur, v\u00e4der, konkurrens och helgdagar \u2013 allt tas med i modellen.<\/p>\n<p>Resultatet: En tydlig analys av vad som faktiskt p\u00e5verkar prestationen.<\/p>\n<h2 dir=\"ltr\">En strukturerad process f\u00f6r att f\u00f6rst\u00e5 vad som driver f\u00f6rs\u00e4ljning<\/h2>\n<p dir=\"ltr\">MMM anv\u00e4nds f\u00f6r att:<\/p>\n<ul>\n<li dir=\"ltr\" aria-level=\"1\">Identifiera vilka kanaler som presterar b\u00e4st \u2013 och \u00f6ka investeringarna d\u00e4r<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Se vilka insatser som inte ger tillr\u00e4cklig effekt \u2013 och skala ned dem<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Testa olika scenarier inf\u00f6r kommande kampanjer<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Presentera insikterna i tydliga dashboards \u2013 anpassade f\u00f6r beslutsfattare<\/li>\n<\/ul>\n<h2 dir=\"ltr\">G\u00f6r MMM till ett levande verktyg<\/h2>\n<p dir=\"ltr\">Marketing Mix Modelling ska inte vara en eng\u00e5ngsanalys \u2013 modellen b\u00f6r uppdateras regelbundet (kvartalsvis eller \u00e5rligen) f\u00f6r att:<\/p>\n<ul>\n<li dir=\"ltr\" aria-level=\"1\">F\u00f6lja f\u00f6r\u00e4ndrat konsumentbeteende<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Anpassa sig till nya marknadsf\u00f6ruts\u00e4ttningar<\/li>\n<li dir=\"ltr\" aria-level=\"1\">M\u00f6jligg\u00f6ra l\u00f6pande optimering av mediemixen<\/li>\n<\/ul>\n<h2 dir=\"ltr\">R\u00e4tt anv\u00e4nt blir MMM b\u00e5de beskrivande (vad som fungerat) och v\u00e4gledande (vad du b\u00f6r g\u00f6ra h\u00e4rn\u00e4st).<\/h2>\n<p dir=\"ltr\">D\u00e4rf\u00f6r v\u00e4ljer marknadschefer Marketing Mix Modelling<\/p>\n<ul>\n<li dir=\"ltr\" aria-level=\"1\">F\u00e5 svart p\u00e5 vitt vilken effekt marknadsf\u00f6ringen har<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Enklare att motivera budget inf\u00f6r ledning och CFO<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Snabbare v\u00e4g till r\u00e4tt strategiska beslut<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Balansera l\u00e5ngsiktig varum\u00e4rkesbyggnad med kortsiktig f\u00f6rs\u00e4ljning<\/li>\n<\/ul>\n<p dir=\"ltr\">MMM omvandlar komplex data till beslut som g\u00f6r skillnad.<\/p>\n<h2 dir=\"ltr\">Utmaningar att k\u00e4nna till<\/h2>\n<p dir=\"ltr\">Precis som andra analysmodeller har Marketing Mix Modelling vissa begr\u00e4nsningar:<\/p>\n<ul>\n<li dir=\"ltr\" aria-level=\"1\">Mindre detaljerad p\u00e5 individniv\u00e5. Kombinera g\u00e4rna med attribution \u00f6ver flera kontaktpunkter eller tester<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Kr\u00e4ver tillg\u00e5ng till strukturerad historisk data<\/li>\n<li dir=\"ltr\" aria-level=\"1\">\u00c4r inte realtidsbaserad utan integration med l\u00f6pande system<\/li>\n<\/ul>\n<p dir=\"ltr\">Trots det \u00e4r MMM ett av de mest strategiska och ledningsn\u00e4ra verktygen f\u00f6r att f\u00f6rst\u00e5 marknadsf\u00f6ringens effekt.<\/p>\n<h2 dir=\"ltr\">Marketing Mix Modelling eller attribution \u00f6ver flera kontaktpunkter. Vad \u00e4r skillnaden?<\/h2>\n<table>\n<colgroup>\n<col width=\"145\" \/>\n<col width=\"211\" \/>\n<col width=\"246\" \/><\/colgroup>\n<tbody>\n<tr>\n<td>\n<p dir=\"ltr\">Funktion<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Marketing Mix Modelling<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Attribution \u00f6ver flera kontaktpunkter<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p dir=\"ltr\">Detaljniv\u00e5<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Kanalniv\u00e5<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Individniv\u00e5<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p dir=\"ltr\">Datatyp<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Aggererad<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Individbaserad<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p dir=\"ltr\">Anv\u00e4ndningsomr\u00e5de<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Strategiskt, l\u00e5ngsiktigt<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Taktiskt, kortsiktigt<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p dir=\"ltr\">B\u00e4st f\u00f6r<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Budgetf\u00f6rdelning, prognoser, ROI<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Konverteringsanalys, resor<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p dir=\"ltr\">Sekretess och cookies<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">H\u00f6g \u2013 anv\u00e4nder aggregerad data<\/p>\n<\/td>\n<td>\n<p dir=\"ltr\">Mer k\u00e4nsligt efter cookief\u00f6r\u00e4ndringar<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p dir=\"ltr\">Tips: Kombinera Marketing Mix Modelling och attribution \u00f6ver flera kontaktpunkter f\u00f6r att f\u00e5 insikt i hela kundresan \u2013 fr\u00e5n strategi till konvertering.<\/p>\n<p dir=\"ltr\">Fr\u00e5n insikt till impact<\/p>\n<p dir=\"ltr\">Med Marketing Mix Modelling kan du:<\/p>\n<ul>\n<li dir=\"ltr\" aria-level=\"1\">F\u00f6rst\u00e5 vad som faktiskt fungerar i mediemixen<\/li>\n<li dir=\"ltr\" aria-level=\"1\">Flytta budget dit den g\u00f6r mest nytta<\/li>\n<li dir=\"ltr\" aria-level=\"1\">S\u00e4kerst\u00e4lla att strategin driver mot aff\u00e4rsm\u00e5l<\/li>\n<\/ul>\n<p dir=\"ltr\">I en v\u00e4rld d\u00e4r varje investering m\u00e5ste bevisa sitt v\u00e4rde \u2013 och d\u00e4r integritet v\u00e4ger allt tyngre \u2013 \u00e4r Marketing Mix Modelling viktigare \u00e4n n\u00e5gonsin.<\/p>\n<h3 dir=\"ltr\">G\u00f6r Marketing Mix Modelling till ett beslutsst\u00f6d i din verktygsl\u00e5da<\/h3>\n<p dir=\"ltr\">Vill du se vad modellen kan g\u00f6ra f\u00f6r ditt f\u00f6retag?<\/p>\n<p dir=\"ltr\">Boka en demo av Nepas plattform f\u00f6r Marketing Mix Modelling<br \/>\nSe hur AI-f\u00f6rst\u00e4rkt, m\u00e4nniskoledd analys avsl\u00f6jar vilka kanaler som ger mest v\u00e4rde, och hur du skalar det som fungerar.<\/p>\n<h2 dir=\"ltr\">FAQ: Marketing Mix Modelling \u2013 en smartare analysmodell<\/h2>\n<h3 dir=\"ltr\">Vad \u00e4r Marketing Mix Modelling?<\/h3>\n<p dir=\"ltr\">Marketing Mix Modelling (MMM) \u00e4r en statistisk analysmetod som visar hur olika marknadsaktiviteter p\u00e5verkar f\u00f6rs\u00e4ljningen \u2013 b\u00e5de var f\u00f6r sig och tillsammans.<\/p>\n<h3 dir=\"ltr\">Vad \u00e4r skillnaden mellan Marketing Mix Modelling och Media Mix Modelling?<\/h3>\n<p dir=\"ltr\">Media Mix fokuserar p\u00e5 medier (tv, digitalt, print), medan Marketing Mix \u00e4ven inkluderar faktorer som pris, distribution och produkt.<\/p>\n<h3 dir=\"ltr\">Hur fungerar Marketing Mix Modelling?<\/h3>\n<p dir=\"ltr\">Modellen anv\u00e4nder historisk data och regressionsanalys f\u00f6r att uppskatta varje kanals bidrag till f\u00f6rs\u00e4ljningen. Den r\u00e4knar \u00e4ven med faktorer som s\u00e4song, kampanjer, pris och konkurrens.<\/p>\n<h3 dir=\"ltr\">Vilka data beh\u00f6vs f\u00f6r Marketing Mix Modelling?<\/h3>\n<p dir=\"ltr\">Minst tv\u00e5 \u00e5rs strukturerad data kring marknadsf\u00f6ring, f\u00f6rs\u00e4ljning, kampanjer och yttre faktorer kr\u00e4vs f\u00f6r en robust analys.<\/p>\n<h3 dir=\"ltr\">Vilka resultat kan jag f\u00f6rv\u00e4nta mig fr\u00e5n MMM?<\/h3>\n<p dir=\"ltr\">Du f\u00e5r se ROI per kanal, f\u00f6rs\u00e4ljningsbidrag, simuleringar av olika scenarier och rekommendationer f\u00f6r en optimerad mediemix.<\/p>\n<h3 dir=\"ltr\">Hur ofta b\u00f6r man uppdatera en MMM-modell?<\/h3>\n<p dir=\"ltr\">Regelbundet \u2013 g\u00e4rna kvartalsvis eller \u00e5rligen \u2013 f\u00f6r att f\u00f6lja f\u00f6r\u00e4ndringar i beteende och marknad.<\/p>\n<h3 dir=\"ltr\">Vad \u00e4r skillnaden mellan MMM och attribution \u00f6ver flera kontaktpunkter?<\/h3>\n<p dir=\"ltr\">MMM analyserar kanalniv\u00e5er \u00f6ver tid och \u00e4r strategiskt. Attribution fokuserar p\u00e5 individniv\u00e5 och \u00e4r mer taktiskt och realtidsn\u00e4ra.<\/p>\n<h3 dir=\"ltr\">Vad \u00e4r f\u00f6rdelarna med Marketing Mix Modelling?<\/h3>\n<p dir=\"ltr\">Du f\u00e5r konkreta beslutsunderlag, b\u00e4ttre budgetf\u00f6rdelning, insyn i vad som fungerar \u2013 och en tydlig koppling till aff\u00e4rsm\u00e5l.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-bn85gei-4136f9fe7d85a7c660a76780966fdb50\">\n#top .av-special-heading.av-bn85gei-4136f9fe7d85a7c660a76780966fdb50{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-bn85gei-4136f9fe7d85a7c660a76780966fdb50 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-bn85gei-4136f9fe7d85a7c660a76780966fdb50 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-bn85gei-4136f9fe7d85a7c660a76780966fdb50 av-special-heading-h4 custom-color-heading blockquote modern-quote  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type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-afwxc8a-8363034728565c2d2f8ce4810495fc13\">\n.avia-section.av-afwxc8a-8363034728565c2d2f8ce4810495fc13{\nbackground-color:#f7f7f7;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-afwxc8a-8363034728565c2d2f8ce4810495fc13 main_color avia-section-large avia-no-border-styling  avia-builder-el-13  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-25493'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-a0jchyi-23aa59ec4168e5c1f9f3b9b9670f2e17 av_one_full  avia-builder-el-14  el_before_av_one_half  avia-builder-el-first  first av-break-at-tablet flex_column_div  '     ><section  class='av_textblock_section av-9i4mwi2-914a37767cd0d5850e3975a342044dcb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock section-heading'  itemprop=\"text\" ><p>D\u00e4rf\u00f6r v\u00e4ljer f\u00f6retag Nepa<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8urseui-446c7457cc6f39bca330e2c635979b08\">\n.flex_column.av-8urseui-446c7457cc6f39bca330e2c635979b08{\nwidth:45%;\n}\n.avia_transform .flex_column.av-8urseui-446c7457cc6f39bca330e2c635979b08{\nanimation-duration:2s;\n}\n<\/style>\n<div  class='flex_column av-8urseui-446c7457cc6f39bca330e2c635979b08 av_one_half  avia-builder-el-16  el_after_av_one_full  el_before_av_one_half  first av-break-at-tablet flex_column_div av-animated-generic top-to-bottom  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8pseia2-8ff709bbff6fc79f0dd1ccc02535035e\">\n#top .av-special-heading.av-8pseia2-8ff709bbff6fc79f0dd1ccc02535035e{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-8pseia2-8ff709bbff6fc79f0dd1ccc02535035e .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-8pseia2-8ff709bbff6fc79f0dd1ccc02535035e .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-8pseia2-8ff709bbff6fc79f0dd1ccc02535035e av-special-heading-h2 blockquote modern-quote  avia-builder-el-17  avia-builder-el-no-sibling '><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >St\u00e4rk varum\u00e4rket med insikter du kan agera p\u00e5<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-88s01fu-192a45300c0c88cb432de148fc0da533\">\n.flex_column.av-88s01fu-192a45300c0c88cb432de148fc0da533{\nwidth:45%;\nmargin-left:10%;\n}\n.avia_transform .flex_column.av-88s01fu-192a45300c0c88cb432de148fc0da533{\nanimation-duration:2s;\n}\n<\/style>\n<div  class='flex_column av-88s01fu-192a45300c0c88cb432de148fc0da533 av_one_half  avia-builder-el-18  el_after_av_one_half  avia-builder-el-last  av-break-at-tablet flex_column_div av-animated-generic top-to-bottom  column-top-margin'     ><p><section  class='av_textblock_section av-7sdor56-fb34e9f341309d0feae3901c00f801be '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock mw65'  itemprop=\"text\" ><p>Anv\u00e4nd v\u00e5ra avancerade analyser f\u00f6r att g\u00f6ra strategin tydligare \u2013 och omvandla komplex data till insikter som leder till l\u00f6nsamma beslut.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-74mfkne-e5ff40da549cdbfa7f9ff553281cb9eb-wrap avia-button-left  avia-builder-el-20  el_after_av_textblock  avia-builder-el-last '><a href='https:\/\/nepa.com\/sv\/kontakta-oss\/'  class='avia-button av-74mfkne-e5ff40da549cdbfa7f9ff553281cb9eb av-link-btn avia-icon_select-no avia-size-large avia-position-left avia-color-theme-color'   aria-label=\"H\u00f6r av dig \u2013 s\u00e5 visar vi vad vi kan g\u00f6ra f\u00f6r ditt varum\u00e4rke\"><span class='avia_iconbox_title' >H\u00f6r av dig \u2013 s\u00e5 visar vi vad vi kan g\u00f6ra f\u00f6r ditt varum\u00e4rke<\/span><\/a><\/div><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6ih1q5m-67fbdc1250dd1785ec45d589108c43e7\">\n.avia-section.av-6ih1q5m-67fbdc1250dd1785ec45d589108c43e7{\nbackground-color:#edebe5;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_4'  class='avia-section av-6ih1q5m-67fbdc1250dd1785ec45d589108c43e7 main_color avia-section-no-padding avia-no-border-styling  avia-builder-el-21  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  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resultat.<\/p>\n","protected":false},"author":22,"featured_media":23592,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[195],"tags":[],"insight_topic":[],"class_list":["post-25493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.6 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marknadsf\u00f6ringsmix-modellering \u2013 Analys &amp; insikter NEPA<\/title>\n<meta name=\"description\" content=\"Marketing mix modelling (MMM) hj\u00e4lper dig att m\u00e4ta marknadsf\u00f6ringens effekt och optimera investeringarna f\u00f6r b\u00e4ttre ROI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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