What are Marketing Mix Models? What They Tell You and Why They Matter

Navreen Aulakh
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Understanding what drives sales can feel like a guessing game in today's data-driven marketing world. You invest in various marketing channels – online ads, social media campaigns, even that eye-catching billboard – but how do you know which ones bring in the most customers? Marketing mix models tell you precisely this. 

Think of an MMM tool or platform like Arima as the X-ray vision for your marketing efforts. It uses sophisticated statistical analysis to see through the surface of your data and reveal the hidden skeleton of factors influencing your sales.

Here's what MMMs can tell you:

Screen Shot 2023-11-23 at 3.02.54 PMArima's Marketing Mix Model Sales Forecast 

But Can They Measure Offline Ads? 

Traditional attribution models often struggle to track the effectiveness of offline advertising, like print ads or billboards. Since these channels don't have a clear click-through path, their impact on sales can be difficult to measure.  This is another way Marketing Mix Models beat out traditional attribution. Arima’s MMM is able to deliver users with: 


Arima's self-directed Marketing Mix Model allows users to incorporate any non-media variables that could influence sales.

The Benefits of Using a Marketing Mix Modeling Platform

While the core principles of MMMs are valuable, utilizing a dedicated platform like Arima offers several advantages:

By leveraging an MMM platform, you can better understand your marketing effectiveness, optimize your budget allocation, and ultimately drive higher sales and ROI. If you're looking for a way to cut through the marketing data noise and make smarter decisions, consider exploring the power of marketing mix models. 


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