Analytics
Media Mix Modeling
Media mix modeling is a statistical analysis approach that evaluates how different media channels contribute to business outcomes like sales or leads. It uses regression analysis on historical data to determine the effectiveness and ROI of each channel in the marketing mix.
Examples
A national brand uses media mix modeling to determine that reallocating 10% of linear TV spend to connected TV improves overall campaign efficiency by 18%.
Best Practices
Include at least two years of historical data, account for external factors like seasonality and promotions, and validate findings with incrementality tests.