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Marketing Mix Modeling for Retailers: Get the Most Bang for Your Buck (Without Breaking the Bank)

Abdul Samee

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Predictions are tricky, it applies to marketing budgets too. We all want to know how much to spend to get the biggest sales boom, but it’s not always as clear-cut as a magic formula. 

Enter Marketing Mix Modeling (MMM) for retailers, its a must have. Its a technique that helps us understand what’s really driving our sales – is it our marketing brilliance or just good old-fashioned luck? 

Think of MMM like a detective trying to crack a case. The case? Our sales figures. The suspects? All our marketing efforts – TV ads, social media campaigns, the whole shebang. MMM uses a time machine (well, not literally, but it feels close) to analyze past sales data and marketing spending. 

By sifting through trends and seasonal fluctuations, it isolates the impact of our marketing efforts. It’s like separating the “wow, that ad campaign was amazing” from the “summer is always our busiest season” effects.

Here’s the fun part: imagine a giant sales pie. MMM helps us slice it up and see how big a chunk each marketing channel gets. Let’s say Facebook ads are a generous slice, while print ads are a tiny sliver. 

This tells us which channels are giving us the biggest bang for our buck (and which ones might need a reality check). Just because print ads might seem like a tiny slice on their own, doesn’t mean they’re not playing a supporting role in the overall marketing symphony.

Marketing mix methodology helps you perfect the recipe by identifying the most effective ingredients (channels) for achieving your goals. According to Accenture, Best-in-class MMM, driven by advanced machine learning, utilizes fast moving and granular optimizations to improve marketing ROI by 14%-38%. By looking at this data, companies can:

  • See which marketing channels are working best
  • Allocate their budget more efficiently
  • Predict the impact of future campaigns

How Does Marketing Mix Modeling Work?

Now that you know the levers of marketing and the basics of MMM, we can now dive deeper into how you go about optimizing the marketing and promotions of your merchandise.

(how to optimise marketing spend) 

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The ATL and BTL of marketing has various elements and that is chosen based on the industry and competitions. New Marketing channels such as influencer marketing and guerilla marketing are new healthy additions to the traditional model. 

These are then carefully analyzed based on factors such as pricing, distribution(viewership) etc. This helps us give data points which will help us put weights to each element’s features, these weights are based on the importance of that feature for that element.  

 

These weights help us get a score for each element and then we can use advanced analysis tools like trend analysis, social analytics, behavioral metrics to help get an improved forecast. 

How Do We Measure the Key Components of Retail Marketing Performance?

Retail marketing performance measurement involves evaluating the effectiveness of marketing activities in driving sales. The key components of this measurement include sales data analysis, marketing spend analysis, customer behavior analysis, and market share analysis.

While marketing mix modeling techniques offer powerful insights, data quality and attribution challenges remain. Most models only attribute on estimates as the dynamic nature of marketing means that a person can see a billboard, an ad and a promotion which all make tiny contributions to the final sales but knowing which of these had how much impact for that one person is next to impossible. 

 

Marketing mix analytics goes beyond, providing a comprehensive picture of your marketing performance across all channels. This can help in getting the right attribution estimates which can be broken into granular insights as well.

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Promotions and Seasonality

MMM gets even more interesting when we factor in promotions and seasonality. Promotions and seasonal shifts can create bulges and dips in our sales data, making it harder to see the clear impact of our marketing efforts.

Here’s where promotional analysis comes in. Did that “BOGO” sale (buy one, get one free) really drive sales, or was it just a coincidence that it landed during a naturally busy time of year?

Similarly, seasonality adjustments help account for the predictable ups and downs in sales throughout the year. 

Cross-channel 

We can now go beyond basics and dive into cross-channel. Imagine we know that Facebook ads are a big slice of our pie, but is that the most effective way to reach our target audience? Cross-channel optimization uses the insights from MMM to identify the ideal combination of marketing channels. 

Media Mix Optimization

Media mix optimization takes this a step further. Instead of just focusing on marketing channels, it looks at the best allocation of budgets across different media platforms like TV, radio, print, and digital. Maybe that TV ad campaign you loved turns out to be a bit expensive compared to its impact.

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Feeling overwhelmed by the technical aspects of MMM implementation? Don’t worry, we’ve got you covered! 

Get Our MMM ebook Today!

 

How Do the Benefits of Marketing Mix Modeling (MMM) Impact Retail Marketing Performance Measurement?

The benefits of implementing marketing mix modelling outweigh the challenges. These include:

(Impact/benefits of Marketing Mix Modeling)

This is where Marketing mix modeling solutions come in, for those who don’t have the talent pool for analytics or the budget to make a team from scratch, they can outsource the headache to data analytics firms. They streamline the process, making MMM accessible to businesses of all sizes.

Now, MMM isn’t perfect. It can’t account for everything, like that sudden surge in sales because a celebrity just wore your product. But it’s a powerful tool that helps us move beyond guesswork and make data-driven decisions.

(Case study for choosing Marketing Mix Modelling)

Best Practices for Leveraging Market Mix Modeling in Retail

To effectively leverage marketing mix modeling in retail, retailers should follow some best practices. These include 

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  • Ensuring data accuracy and completeness
  • Regularly updating the model to reflect changes in the market 
  • Involving cross-functional teams in the modeling process
  • Using the insights derived from the model to drive actionable marketing strategies

By following these best practices, retailers can maximize the benefits of marketing mix modeling and drive better marketing performance.

Marketing Mix Modeling companies can be your partners in unlocking the power of MMM and optimizing your marketing ROI. That’s where Polestar Solutions comes in. So, the next time you’re wondering where to put your marketing money, Think MMM. It might not be magic, but it’s close when it comes to predicting marketing success.

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