Mixed Marketing Modeling (MMM) is a statistical analysis used to determine the optimal allocation of resources among different media channels, to maximize return on investment (ROI), and achieve marketing objectives (sales, awareness, etc.) for an advertiser. MMM involves analyzing data on media investments, sales, and other relevant parameters to identify patterns and relationships between different marketing inputs and outputs.

In the context of transitioning to a cookieless ecosystem, where traditional methods of tracking user behavior through cookies are becoming less effective due to privacy concerns and regulatory changes, MMM becomes a crucial solution for advertisers. It offers a holistic view of marketing performance across channels without relying on individual user data. It is a complementary measurement solution to clean rooms, as MMM results help to connect individual data silos into a comprehensive view. By integrating MMM projects into marketing planning, companies can better understand the effectiveness of each media channel, allocate budgets more effectively, and make data-driven decisions to optimize campaign performance in a cookieless environment. This approach becomes even more crucial in an environment where transparency and neutrality are priorities.

Google and Meta's MMM Initiatives

On March 7th, Google launched its open-source mixed marketing model, called Meridian, thus offering an innovative solution to measurement challenges. According to Google, this methodology focuses on search impact more comprehensively, opening up new perspectives for advertisers.

Meanwhile, Meta (formerly Facebook and Instagram) has invested in MMM with the launch of Robyn, demonstrating the increasing importance of this approach in the digital advertising landscape.

Despite the potential benefits of MMM, questions remain about the neutrality of the technological platforms deploying it. Historically, Google and Meta have tended to favor their own measurements, which can lead to biased attribution of results in their favor. Recent incidents, such as Google measurement errors and changes to search algorithms, raise additional concerns about the reliability of data provided by these platforms.

The Role of Modeling Specialists

Faced with these challenges, it is essential for advertisers to exercise critical discernment when evaluating MMM offerings. Touché! and Omnicom Media Group (OMG) advocate for a nuanced approach to measuring various marketing strategies, recognizing the complexities involved in obtaining accurate and meaningful results. Neutrality and a thorough understanding of media channels in their context are fundamental concepts that enable MMM to generate unbiased and reliable recommendations.

This is why modeling specialists must remain independent of the commercial objectives of advertising players while having access to media experts who have a 360-degree view of all factors included in the modeling.

As MMM continues to evolve, it is crucial for advertisers to choose partners who offer direct support, deep expertise, and total transparency in their practices. Internal MMM solutions, such as those offered by Touché! and OMG, offer distinct advantages in terms of customization, direct support, and accountability. By partnering with trusted partners and asking relevant questions about their methods and expertise, advertisers can ensure that their investment in mixed marketing modeling pays off in a constantly evolving digital environment.