Location Matters for MMM

Important new insight from JCDecaux UK is a call-to-arms to change the way that Marketing Mix Modelling (MMM) is conducted, showing for the first time the crucial role that postcode-level data plays in proving the ROI of media channels including Out-of-Home (OOH).

The research conducted by Nielsen, commissioned by JCDecaux working with Talon shows that OOH’s contribution is being undervalued in current econometric models and, in our research, adding granular data increased the return-on-investment (ROI) of OOH by 42%, showing OOH’s true impact on sales in the models for the first time - a game-changing result for OOH and welcomed by the industry.