Digital Data Enabling Modern Marketing Mix Model

Jun 16, 2017

sales force effectiveness

Marketing mix model (MMM) along with data-driven attribution are the two measurement best practices employed by marketers. Especially as MMM provides a rather holistic view on the impact of marketing investments on business, it has emerged as one of the most preferred tools by marketers. Typically a marketing strategy is a mix of various online and offline activities. The four Ps – namely – Price, Product, Place, and Promotion, are considered by the MMM to quantify and provide deep insights on cross channel promotions.

Get in touch to learn how we can help you identify relevant marketing channels, generate more qualified leads, and improve the efficiency of the overall sales.

Shortcomings in the Traditional Marketing Mix Model

Critics have often pointed out how the traditional marketing mix model is slow and a costly process. Also in spite of being a deciding factor in the quarterly and annual budget allocation process, the traditional model fails at providing actionable insights on a real-time basis.

How is Digital Data Improving MMM?

The direct result of digitization has been that there is a ready availability of digital data. Modern MMM leverages this digital data attribution to assess which marketing plan has benefited the business and enables better marketing budget allocation. Tools like Google attribution 360 enhance the performance of the model by providing a top-down analysis of the data. This kind of input at the granular level helps marketers optimize their advertising strategy. Even time-series marketing data like economic and seasonal data sets are taken into consideration by MMM for an accurate analysis of the marketing plan.

For a detailed understanding on marketing mix modeling and its business benefits, request more information.

So, digital data adds an edge and sharpness to MMM, which was missing in its traditional version.

Quantzig’s Take

Contrary to popular belief, digital analysis alone is not sufficient to get a realistic picture on the performance of the marketing strategy. Rather it is recommended that data driven attribution, along with MMM be adopted to capture the results of online and offline marketing channels. Even factors like external influence, seasonality of products, along with competitive actions required, are considered by the modern MMM.

Even though many industry experts proclaim that MMM is a dead marketing strategy when backed with digital data attribution this model is sure to enhance marketing plans and bring in better ROI.

Ready to Harness Game-Changing Insights?

Request a free solution pilot to know how we can help you derive intelligent, actionable insights from complex, unstructured data with minimum effort to drive competitive readiness, market excellence, and success.

Recent Blogs

Use Cases of Big Data Analytics in the Healthcare Industry

Healthcare Industry Overview  The healthcare industry has seen a complete overhaul in the recent years due to big data analytics. Given the ubiquity of healthcare data generated by business processes within the healthcare sector, healthcare data analytics and big...

read more

Major Use Cases of Big Data Analytics in Food Industry 

Irrespective of the location across the globe, you’ve been a part of the food and beverage industry, often as a consumer. As we’re all aware, the food and beverage industry is divided into multiple sub-sections, ranging from—fine dining to fast food. First, let’s talk...

read more


Our advanced analytics expertise spans across industries, sectors, and functions, which enables us to deliver robust, agile solutions to all our clients. These are our core competencies, formed through years of experience.


Our free resources shed light on our extensive expertise and equip you with information to accelerate decision-making, growth, and innovation.

Talk to us
Talk to us