Marketing Mix Modelling
Discover your optimum marketing mix and budget allocation. Identify which marketing channels are contributing the most revenue for your business and predict the point at which additional investments will lead to diminishing returns and ROAS.
COMPANIES MEASURING MARKETING EFFECTIVENESS WITH RULER
Marketing mix modelling:
The future of measurement
Our marketing mix modelling solution gives you the transparency you need to make informed decisions about your marketing spend and strategy.
Renewed focus on marketing mix modelling
Marketing measurement looks a lot different today than it did a few years ago. Marketers are now faced with the challenge of measuring the impact of their marketing campaigns, in a world where consumers are increasingly privacy-conscious, using marketing techniques that aren’t as easily tracked such as social media advertising.
This has led to a renewed focus on marketing mix modelling, a statistical technique that can be used to estimate the impact of different marketing channels on revenue and predict the point of diminishing returns.
Make informed decisions about your marketing spend and strategy
Our marketing mix modelling solution provides the transparency you need to make informed decisions about your marketing spend and strategy.
Ruler’s MMM uses a variety of data sources, including first-party data, to show the impact of different marketing touch-points and can identify the point at which additional investment in a marketing channel will no longer result in a proportional increase in sales or revenue.
Diminishing returns
Campaigns can’t scale exponentially, there will be a point at which your ROI will eventually plateau as you spend more money.
Not only can Ruler model your ROI, but it also identifies the point at which your channels’ ROI starts to diminish. This information allows you to workout how much you should increase or decrease your spend on a particular channel.
Budget Scenario Planner
Ruler’s budget diminishing return curves to identify the optimal spend for each marketing channel. It does this by shifting recommended budget from channels that have reached the point of saturation to those that have not, such as from Google Non Brand to TikTok.
Benefits of using Ruler’s MMM
Holistic view of marketing effectiveness
Ruler’s marketing mix modelling gives an aggregated, top-down view of marketing across different channels and over a certain period, allowing businesses to understand how various marketing tactics contribute to overall sales & closed deals.
Determines the impact on non-digital factors
By taking into account external factors such as seasonality, economic conditions, competitor actions, and offline marketing initiatives, MMM can provide a more comprehensive view of what drives revenue.
Effective measurement in the data privacy era
MMM is an approach that can be used to measure the effectiveness of marketing campaigns even in the wake of privacy-related changes such as Apple’s ATT, GDPR, and the deprecation of third-party cookies.
