Ask the right questions of your MMM.
Getting Marketing Mix Modelling (MMM) right is hard. It takes time, iteration, and a process that fits your business – businesses differ, and their needs evolve. The MMM Doctor is an independent advisory practice built around MMM in its broadest sense: beyond media, into promotions, pricing and the other drivers of demand.
We are experienced consultants who know MMM inside out, and how to get the best out of it. Our work sits around the model: identifying the right process for your business, shaping the brief, and helping the people who commission MMM read what it is telling them with more confidence – so that measurement improves the decisions it is meant to serve.
Good MMM is a combination of things: understanding the problem, understanding the data available, understanding the skills in the team and where the gaps are – and only then choosing the technology. We know the vendors across the UK and internationally. No referral fees, no conflicts of interest: recommendations are made on suitability alone, and we say so in writing at the start of every engagement.
Our clients tend to find us when a member of the board asks a difficult question, a vendor contract is up for renewal, or a number has stopped feeling right. We are usually a small part of the room, and that is the point.
Six shapes of work.
"My hypothesis would be…"
Notes from the room.
The four disciplines of Marketing Mix Modelling.
Most conversations about getting started in MMM jump straight to data and tools. The two disciplines that actually decide whether it works – people and process – are the ones nobody asks about first.
Marketing Mix Modelling is not an operational tool.
A model refreshed every week isn't giving you sharper strategic insight. It's presenting noise as precision, for decisions nobody could act on that fast anyway.
When Marketing Mix Modelling isn't for you.
Not every marketing decision needs a strategic instrument. The tell is whether you're resetting a budget once a year, or turning an ad up and down this week.
A short note, when it's worth your time.
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