A New Multidimensional Approach to MMM Econometrics
mSix&Partners
Client: National Express
As we face into the demise of the cookie, businesses are racing to find alternative ways to track marketing and media ROI. However, traditional MMMs have limitations. They tend to use aggregate data which limits outputs to broad channel-level findings. Further, traditional MMMs don’t normally include detailed geographical data and are therefore unable to report channel performance on a hyper-local basis (e.g. postcodes).
This means they don’t provide the granular geographical channel performance insight required for tactical media optimisation.
Our work with National Express demonstrates how we confronted these limitations, pioneering a revolutionary non-PII multidimensional approach to geo-spatial econometric modelling that sets a new standard for marketing analytics and attribution.