Why Momentum Suite for MMM

We have been very successful in building, deploying, and using MMM as a tool to guide media investment for years. We’ve worked across nearly 100 brands, large and small, directing $Billions in investment for better Returns. Our MMM clients are happy because they know what worked in the past and can optimize, scenario plan, and forecast for the future. 

We wanted to bring our MMM vision and expertise to a broader client base, so we built an AI-infused Tool and bundled it into our Momentum Suite. The Momentum Suite is a collection of use-case-specific tools for paid media planning and advertising measurement needs. It’s built by practical, acclaimed experts who use these Tools every day for our own media & analytics workflows. 

There are three reasons our MMM product is better than the many options out there. It’s also priced for affordability – so teams can easily try it and see if they agree. 

Reasons why Marketing Mix Modeling in the Momentum Suite is better: 

1. It Helps with the Past and the Future 

2. It’s Custom-Built for Business Needs 

3. It’s Not Just SaaS 

MMM with Momentum Suite pairs a dedicated and knowledgeable team of experts with state-of-the-art frameworks and AI to make sure you get the most out of your modeling and marketing investments. We don’t leave you on your own to wrangle your data into our tools and try to interpret whatever they spit out. 

1. It Helps with the Past and the Future 

We offer true predictive analytics and prescriptive recommendations vs. “causal inference.” 

Popular open-source libraries like Google’s Meridian, Meta’s Robyn, and the many tools using them can provide good detail on marketing’s performance during the training period, but they don’t make real, verifiable predictions. They don’t make estimates of overall business performance given relevant external factors, and they can’t tell you how much to spend to reach your business goals. Our solution does those things. MMM with Momentum Suite: 

• Provides detailed forecasts of business results along with the volume contribution of all independent variables, including marketing, economic, and external factors used in building them.   

• Tells clients how much to spend and how to spend it to reach their goals.  

• Shows clients how their marketing contribution will change as their media mix changes and their business grows.   

• Makes verifiable, data-driven claims on how the business is expected to perform, with holdout validation at-build and ongoing validation against ongoing business results.   

The ability to look backward and forward, combined with the ability to validate the model, gives our clients confidence to trust the process and dramatically improve their marketing performance.  

2. It’s Custom-Built for Business Needs 

We utilize a proprietary modeling stack built from the ground up to answer our clients’ most important questions rather than an off-the-shelf solution. 

We’re a dedicated team of data scientists, analysts, developers, and media practitioners with decades of experience building marketing mix models and using them to improve business performance. We know what clients want to see, the questions they ask, and the ones they don’t ask but often should.   

• Client question: How do I know my marketing is working? 

• Better question: How should I spend my marketing budget to maximize business impact? 

• Client question: Did my social media investment pay out? 

• Better question: What was the return from my social media investment and where should my next dollar be spent between social platforms or any other media channels? 

Off-the-shelf tools can be good for giving teams some insight into performance beyond the common metrics available in digital platforms, but those same tools are very limited in the greater world of MMM capability. Off-the-shelf tools are purposefully generic, limited in vision and function, and quite potentially self-serving.   

Our library has evolved over years of iteration to quickly and confidently answer the questions that clients need to know to properly value, plan, and optimize their marketing to drive business results in the context of their business landscape.  

3. It’s Not Just SaaS 

We aren’t just SaaS we’re mostlyHUMAN. 

We’ve built a lot of function-specific tools for our clients and teams. One thing we learned along the way is that MMM is relatively complicated. We realize that might be the most obvious statement in history but try telling that to all the SaaS providers out there. Our team has delivered state-of-the-art MMMs for over a decade, in addition to working on teams that tried the transition to a SaaS-based approach with, let’s be nice, limited success.   

Given our experience, we built a software-based approach to MMM that doesn’t ignore the complexity or leave the people behind. We have a team of real-live HUMANS to guide our clients through the modeling process, and we leverage frontier AI to make things easier and improve results.  

SaaS is great for quick answers and surface-level analysis but, in our experience, it struggles with the tougher questions like: 

• What data should I be included in my MMM to explain my business results? 

• How can I apply these results to make decisions going forward? 

• Is my model valid?  To what level can I trust it for forecasting or decision making? 

• Where, specifically, should I make the cuts I need to make to minimize the business impact? 

• Where, specifically, should I put my incremental budget to maximize the business impact? 

We use our MMM Tool every day for our “managed service” clients’ needs. The tech world calls it dogfooding. We dogfood MMM in the Momentum Suite, and we love it. We hope you will, too.