AnalyticsAdvanced complexity
Marketing Mix Modelling
Econometric modelling of how spend across channels drives sales, so you can plan budget at the portfolio level. The macro complement to campaign-level incrementality.
Know what each channel and pound of spend actually returns, so the budget goes where it works.
Who it's for
Marketing leaders allocating budget across channels who need a defensible, privacy-safe answer to 'what is working', beyond last-click.
The engagement
What you get
- A marketing mix model over spend, sales and external factors
- Channel contribution, ROI and diminishing-returns curves
- Scenario planning for budget reallocation
What Fuse does
- Assemble spend, sales and control variables
- Build and validate the econometric model
- Deliver contribution, ROI curves and a planning scenario tool
What we need from you
Data & access
- Historic media / channel spend
- Sales history over a comparable period
Your responsibilities
- Provide historic spend by channel and sales data
- Confirm the markets, period and external factors in scope
Outcomes and proof
- Budget allocated on modelled contribution, not last-click
- A privacy-safe read on channel effectiveness
- Scenario planning for the next budget round
Assumptions
- Enough spend and sales history exists to model
- Spend varied enough to estimate effects
Out of scope
- Media buying or planning execution
- Campaign-level uplift (see Incrementality)