Marketing Mix Modeling / MMM
ROI analysis of marketing initiatives
For Addressing the Following Issues
Ascertaining ad effectiveness
Are TV and Web ads effective?
Measure the effect of each activity.
Using a model of the relationship between sales and each marketing measure, we can measure their efficacy.
Clarifying the causes of sales decline
Which of the marketing activities is causing sales to go down?
Break down the sales components.
The sales “structure” can be clarified and compared with that of the previous year to identify the components that caused sales to increase or decrease.
Marketing plan development
What are the most effective measures? What is the optimal amount of investment?
Using multiple investment scenarios, sales simulations can be performed to determine the optimal marketing plan.
What the Output Looks Like
ROI charts for determining which measures to invest in
Waterfall charts for factor analysis of sales changes from previous year
Measure-by-measure elasticity charts showing the optimal volume for each measure
We propose starting small. For example, try using MMM for a single brand, and if the results are positive, expand usage to other brands. On average, our analyses have resulted in a 3% reduction in costs. This means that if you are spending ¥500 million per year on marketing activities, you may be able to achieve the same sales with a ¥15 million reduction in cost.
In the insurance, finance, and telecommunications industries, for example, MMM can be applied to sales data on the no. of policies, subscriptions, or devices sold. The analysis will be conducted after signing a confidentiality agreement that allows us to access and analyze your sales, investment, and other data.
We propose the sort of marketing research that can deal with your company's challenges.
Please feel free to contact us. The relevant team member will get in touch with you.
Services recommended for those viewing this page
Data Analysis Service
Through data analysis, centered on the marketing area, we support you in "Knowing (understanding the market/consumers)", "Developing (development of strategies/tactics)", "Delivering (implementation of the measures)", and "Measuring (effectiveness measurements and improvement considerations for the next steps)".
SRI+® (Nationwide Retail Store Panel Survey)
Retail store sales data collected from approximately 6,000 stores nationwide including supermarkets, convenience stores, home centers/discount stores, drug stores, and specialty stores. SRI+ captures actual sales conditions in stores, so you can use it for brand marketing and/or in-store promotions.
SPI (Nationwide In-Store Promotion Survey)
Data from in-store promotion situations collected by survey staff at the end of every week at the same stores as those targeted by SRI+® (Nationwide Retail Store Panel Survey). We recommend you to use this data to understand the implementation status of an in-store promotion and to measure its effectiveness.