MMM : Artificial Intelligence driving marketing performance
In a world where every euro invested must prove its profitability, marketing leaders are increasingly turning to advanced, technology driven approaches to optimise their campaigns. Artificial Intelligence (AI) has become a key lever, particularly through methodologies such as Marketing Mix Modeling (MMM) and Multi Touch Attribution (MTA). These tools enable a granular analysis of performance while paving the way for strategic budget optimisation.
A constant challenge : measuring to invest better
Measuring the impact of marketing actions is a challenge as old as advertising itself. Why ? Because every campaign, whether a one off promotion or a large scale digital initiative, must justify its ROI. But measuring is no longer enough. Today, organisations must explain, predict and, above all, optimise.
Companies need not only to compare the performance of different channels, such as TV advertising, paid search, out of home media or promotions, but also to account for endogenous factors, internal elements such as pricing or distribution strategy, and exogenous factors, external drivers such as weather or competitor actions. This is where AI makes a real difference, transforming large volumes of data into actionable insights.
MMM and MTA : two complementary tools to drive performance
Attribution models (MTA) provide a highly granular view. They assign conversions to the different touchpoints along the customer journey. Using approaches such as Markov chains or Shapley values, they distribute credit across interactions, emails, clicks, impressions, while accounting for the sequence of exposure.
These models are particularly effective for real time optimisation of digital tactics. However, their reliance on cookies and their inability to capture broader market dynamics limit their scope of application.
In contrast, Marketing Mix Modeling (MMM) provides a holistic approach. Based on econometric methods, it addresses a far more complex challenge : understanding the combined impact of marketing levers and exogenous factors.
For example, a beer brand can use MMM to assess the impact of an advertising campaign while factoring in elements such as summer weather or global events like the World Cup.
MMM : enabling data driven strategy through AI
Global performance analysis : MMM leverages advanced techniques, including Bayesian modelling, adstock transformations and lag effects, to accurately measure the impact of marketing levers. These methods help identify efficiency thresholds, channel synergies and saturation effects. Each marketing action is analysed in the context of external variables, such as competitor campaigns or macroeconomic trends.
Robust ROI measurement : Unlike other approaches, MMM does not focus solely on direct campaign impact. It neutralises external biases to deliver a precise ROI calculation, allowing organisations to quantify the true contribution of each lever. For example, it can determine whether a promotion genuinely drives incremental sales or simply shifts volume from other channels.
Strategic budget optimisation : Powered by AI, MMM enables scenario simulation and provides data driven recommendations. The objective is to allocate budgets effectively across media channels and maximise synergies. Companies can avoid over investing in saturated channels while identifying new, high performing combinations.
Why Eleven stands out as a key player in MMM ?
To fully leverage Marketing Mix Modeling, choosing the right partner is critical. This is where eleven comes in. Through a unique combination of technical and business expertise, eleven supports clients across various industries, including luxury, telecoms and manufacturing, with a collaborative and transparent approach.
Dual business and technical expertise : eleven’s models are tailored to address the specific strategic challenges of each organisation.
Co construction : rather than operating as a black box, eleven works closely with its clients, ensuring full ownership and understanding of both data and results.
Intuitive platform : a visual interface allows users to access analyses and run simulations independently.
Upskilling teams : by training internal teams, eleven ensures the sustainability of the value created.
AI driving marketing performance
Artificial Intelligence is reshaping how organisations measure and optimise their marketing performance. By combining the granularity of attribution models with the strategic perspective of Marketing Mix Modeling, decision makers gain powerful tools to navigate an increasingly complex environment.
With partners like eleven, data is transformed into action, maximising market impact.
Interested in exploring the potential of MMM to optimise your marketing strategies ? eleven offers a preliminary maturity assessment, including an analysis of your marketing data. Contact Morand Studer and Eric Pierard today to learn more.
