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Media Mix Modeling

Media Mix Modeling

Media Mix Modeling is a Bayesian regression-based model that uses three years of media, shopper, trade, and macro-economic data to measure the ROI of each media channel. It provides response curves, scenario-planning inputs, and insights into how media contributes to incremental volume across brands and channels.

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Function:Marketing
Contact:Deb Kennedy
Business Owner:Raymond Amati
Refresh Frequency:Bi Annual
Year of Release:2020
Frontend Support:ODDA
Backend Support:ODDA

Key Questions Answered

Everything users usually ask, covered here.

  • Which media channels deliver the highest ROI?
  • How much incremental volume is driven by each media investment?
  • What is the optimal media mix to achieve a business objective?
  • How will changes in spend affect brand performance across channels?

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