[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fmedia-solutions\u002Fmeasurement":3},{"date":4,"date_gmt":4,"content":5,"coauthors":7,"class_list":9,"acf":15,"head_links":258,"breadcrumbs":259,"head":267},"2023-09-09T12:14:08",{"rendered":6},"",[8],108,[10,11,12,13,14],"post-24830","page","type-page","status-publish","hentry",{"hero":16,"page_content_modules":23},{"type":17,"style":18,"image":19,"background_video_hd":19,"background_video_sd":19,"title":20,"heading":21,"intro":22,"award_logos":19,"button_text":6,"button_link":6},"standard","dark",false,"MEDIA EFFECTIVENESS & MEASUREMENT CONSULTANCY","Maximise your marketing effectiveness with media measurement services","\u003Cp>Our approach to total media mix measurement helps you put your resources to work in the best way possible, to unlock real business growth. Our team is fascinated with unlocking media and customer insights, giving you the confidence and evidence required to invest in your brands’ future.\u003C\u002Fp>\n\u003Cp>Our full-service measurement service spans multi-touch digital attribution, incrementality testing, marketing mix modelling and more, to help triangulate the best media investments possible.\u003C\u002Fp>\n",[24,36,40,57,77,87,93,106,156,190,235,253],{"acf_fc_layout":25,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"style":-1,"layout":-1,"size":28,"container":29,"gutter":-1,"left_gutter":30,"position":31,"image":32,"image_width":33,"image_height":34,"alt":35},"banner",true,"small","11-col","outside-container","gutter","right","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Ftom-james-1-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&rect=353%2C776%2C2812%2C926&w=2640",2640,870,"tom-james-1",{"acf_fc_layout":37,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":38,"content":39},"full_width_text","How incrementality testing and marketing mix modelling services help your business","\u003Cp class=\"intro\">Through incremental testing, you can assess the real impact of your marketing campaigns, allowing you to estimate ROI and optimise budget allocation. Informed by these insights, you can develop more effective strategies and messaging for future campaigns.\u003C\u002Fp>\n\u003Cp>Combining incrementality testing with media mix modelling helps us determine the optimal allocation of marketing spend across multiple channels, ensuring performance and efficient resource utilisation.\u003C\u002Fp>\n\u003Cp>Our \u003Ca href=\"\u002Fmedia-solutions\u002F\">media solutions\u003C\u002Fa> team includes experts across their \u003Ca href=\"\u002Fmedia-solutions\u002Fmodern-data-stack\u002F\">modern data stack\u003C\u002Fa> of digital analytics, web & app tagging, server-side implementations, data engineering, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fgoogle-marketing-platform\u002F\">Google Marketing Platform\u003C\u002Fa> and Adobe Solutions, so we can offer an end-to-end solution where your data is collected, processed, analysed and reported transparently.\u003C\u002Fp>\n",{"acf_fc_layout":41,"reduced":26,"top_overlap":27,"bottom_underlap":42,"disable_observer":-1,"heading":43,"intro":44,"columns":45,"style":18,"layout":46,"grid_items":47},"linked_content_grid","none","Media effectiveness measurement services we offer","\u003Cp>Our analysts offer a holistic media effectiveness measurement service, spanning digital attribution, media testing, and econometric modelling — all of which can be tailored to meet the unique needs, data availability and nuances of your business.\u003C\u002Fp>\n\u003Cp>Typically through this service we help our clients build the evidence required to take a longer term view of their advertising; therefore moving them from performance-only towards a more blended performance + brand approach which you may have heard about in \u003Ci>“The Long and the Short of It”. \u003C\u002Fi>Coupled with our \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fmedia-planning\u002F\">media planning service\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">strategy\u003C\u002Fa> and \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">creative\u003C\u002Fa> teams, we take great pleasure in doing so.\u003C\u002Fp>\n","3","left-margin",[48,51,54],{"title":49,"content":50,"link":6},"Multi-touch attribution","\u003Cp>In this privacy-centric world, where ad-tech vendors are under, and enforcing new types of constraints on the data fidelity we have access to, it’s more important than ever to adopt the best technology solutions possible to stay compliant and mitigate against data quality loss. Not only do we monitor client data for inconsistencies; we also advise on issues such as consent management, server-side tagging, CDP\u002FCRM integrations, data warehousing and much more to ensure you’re able to make the most of your first party and attribution data. \u003C\u002Fp>\n",{"title":52,"content":53,"link":6},"Incrementality testing","\u003Cp>Our team of statisticians design robust and practical media investment experiments which can help prove and improve your overall investment in media. We report on your top line, not just what digital attribution platforms claim through their lens of attribution. With media experimentation, we can assist with proving the value of ongoing media investment, helping to reduce ineffective media spend, and assisting with robustly testing new campaigns and media exposures. We can help you understand the true incremental ROI of many of the channels you are and would like to invest in. \u003C\u002Fp>\n",{"title":55,"content":56,"link":6},"Bespoke Media Mix Modelling (MMM)","\u003Cp>Our media mix modelling consultants can support you on a one-off or recurring study basis. We help you to associate cause and effect of your media investments over time, with budget and ROI modelling into the future to allow you to unlock investment opportunities. We harness the power and capability of industry leading modelling packages, but then bespoke them to your unique business environment, with transparent consultancy and stakeholder education along the way. We can help you answer the question – where to most effectively put your next advertising pound, dollar or euro. \u003C\u002Fp>\n",{"acf_fc_layout":58,"reduced":26,"top_overlap":42,"bottom_underlap":27,"disable_observer":-1,"style":59,"layout":46,"testimonials":60},"testimonials","light",[61,67,72],{"quote":62,"logo":63,"logo_width":64,"logo_height":64,"author":65,"byline":66},"\u003Cp>Impression truly understands the needs of our audience, putting this at the heart of their strategies and recommendations, and they are clearly experts in their field.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FCRUK.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","Suzie Markland","Marketing Planning Manager, Cancer Research UK",{"quote":68,"logo":69,"logo_width":64,"logo_height":64,"author":70,"byline":71},"\u003Cp>The team at Impression have been wonderful, reacting quickly and smartly to ensure we continue to compete with competitors who have more financial power.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002FMarmalade.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Matthew Erskine","Marketing Manager, Marmalade",{"quote":73,"logo":74,"logo_width":64,"logo_height":64,"author":75,"byline":76},"\u003Cp>Impression are a cut above the rest in the way they communicate, strategise and implement their work and the results speak for themselves. \u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FQueensmith.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Sam Nobes","Brand Director, Queensmith",{"acf_fc_layout":78,"reduced":26,"top_overlap":42,"bottom_underlap":27,"disable_observer":-1,"style":79,"layout":80,"heading":81,"intro":82,"cta_text":83,"cta_link":84,"columns":85,"show_steps":19,"grid_items":86},"large_column_text","yellow","content_grid","Our approach to media effectiveness","\u003Cp>Marketing mix modelling, or media mix modelling is the next level, modern, cookie-less form of macro media attribution.\u003C\u002Fp>\n\u003Cp>\u003Cem>Media Mix Modelling, especially when backed with incrementality lift testing, has been tipped as a “new gold standard for ad measurement in data-constrained online environments” (\u003Ca href=\"https:\u002F\u002Fhbr.org\u002F2023\u002F03\u002Fa-new-gold-standard-for-digital-ad-measurement\">Harvard Business Review\u003C\u002Fa>).\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>Impression’s Media Solutions team, along with our media colleagues will consult with you to understand your existing digital maturity, based on the actions you’re already taking. We’ll work with you to roadmap to an end state where you can run regularly refreshing media mix modelling, backed by an experimentation programme.\u003C\u002Fp>\n\u003Cp>Our ad effectiveness consultancy will span from your data monitoring, warehousing, preparation, validation, testing, modelling and then onto reporting and consultancy. Every project is different and we will always operate transparently with your media, marketing or data science teams, sharing the model throughout.\u003C\u002Fp>\n","Start your project","\u002Fget-in-touch\u002F","1",[],{"acf_fc_layout":25,"reduced":26,"top_overlap":27,"bottom_underlap":42,"disable_observer":-1,"style":-1,"layout":-1,"size":88,"container":89,"gutter":-1,"left_gutter":30,"position":6,"image":90,"image_width":91,"image_height":34,"alt":92},"full","container","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Ftom-1-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&rect=0%2C330%2C3500%2C1057&w=2880",2880,"tom-1",{"acf_fc_layout":41,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":94,"intro":95,"columns":45,"style":59,"layout":46,"grid_items":96},"Multi-touch attribution modelling or media mix modelling?","\u003Cp>Multi-touch attribution and media mix modelling both measure the impact various media channels have on business goals and in turn optimise the allocation of marketing resources. The key difference is that media mix models analyse media effectiveness through modelling relationships between media spend and target metrics, such as revenue or conversions. \u003C\u002Fp>\n\u003Cp>Whereas, multi-touch attribution models track and assign credit to multiple media channels based on “touchpoints” within the customer journey.\u003C\u002Fp>\n\u003Cp>Key differences:\u003C\u002Fp>\n",[97,100,103],{"title":98,"content":99,"link":6},"Data privacy restrictions","\u003Cp>Marketing mix modelling doesn’t require customer journey data and hence is not influenced by online restrictions such as cookie bars. In recent years, tracking the customer journey has become increasingly difficult due to the decaying lifetime of the cookie due to the Intelligent Tracking Prevention (ITP) browser feature introduction in 2017.\u003C\u002Fp>\n",{"title":101,"content":102,"link":6},"Non-media factors","\u003Cp>Multi-touch attribution models credit media channels (organic & paid) for the whole revenue. This means that any revenue generated or influenced by non-media factors such as seasonality, sales periods and competitor activity isn’t accounted for. On the other hand, media mix modelling can easily account for non-media factors provided relevant historical data is available.\u003C\u002Fp>\n",{"title":104,"content":105,"link":6},"Historical data","\u003Cp>A media mix model typically requires 2-3 years of data to produce a reliable model. Obtaining good quality, complete historical data can sometimes be challenging. Multi-touch attribution on the other hand has no such requirement.\u003C\u002Fp>\n",{"acf_fc_layout":107,"reduced":26,"top_overlap":42,"bottom_underlap":27,"disable_observer":-1,"heading":108,"cta_text":109,"cta_link":110,"case_studies":111},"case_studies","Measurement case studies","View our work","\u002Four-work\u002F",[112,133,145],{"id":113,"title":114,"industries":115,"services":118,"clientName":124,"clientLogo":125,"clientLogoWidth":126,"clientLogoHeight":127,"colour":128,"fontColour":59,"image":129,"imageWidth":130,"imageHeight":131,"to":132},24430,"185% increase in revenue over 5-year partnership",[116,117],"Automotive","Travel",[119,120,121,122,123],"Analytics","Digital PR","Paid Media","SEO","Strategy","Lotus Car Rental CS","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FLotus.svg",200,56,"#31313a","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002FLotus-Car-Rental_CS.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",768,458,"\u002Four-work\u002Flotus-car-rental-client-success\u002F",{"id":134,"title":135,"industries":136,"services":138,"clientName":139,"clientLogo":140,"clientLogoWidth":126,"clientLogoHeight":141,"colour":142,"fontColour":59,"image":143,"imageWidth":130,"imageHeight":131,"to":144},19450,"305% increase in leads for clinical trial specialist",[137],"Health",[121],"hVIVO","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FK4wIqiFG-hvivo.svg",123,"#0c8585","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FKLDqLy4W-hVIVO.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fhvivo\u002F",{"id":146,"title":147,"industries":148,"services":150,"clientName":151,"clientLogo":152,"clientLogoWidth":126,"clientLogoHeight":153,"colour":142,"fontColour":59,"image":154,"imageWidth":130,"imageHeight":131,"to":155},954,"TikTok drives 97% decrease in CPM",[116,149],"Finance",[121],"Marmalade TikTok","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FMarmalade-Orange.svg",42,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002FMarmalade-TikTok-1.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fmarmalade-tik-tok\u002F",{"acf_fc_layout":157,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":158,"faqs":159},"faqs","Media Effectiveness FAQs",[160,163,166,169,172,175,178,181,184,187],{"title":161,"text":162},"What is incrementality testing?","\u003Cp>In marketing, incrementality testing is used to assess the impact of a marketing campaign or channel. Two distinct groups are created: a test group and a control group. A marketing modelling consultancy can accurately measure the incremental effect of marketing activities by comparing behaviours and outcomes between these groups. Using this approach allows you to isolate the true impact of the marketing effort from other variables, which allows you to refine strategies and make informed decisions about marketing investments.\u003C\u002Fp>\n",{"title":164,"text":165},"What is Media Mix Modelling? ","\u003Cp>Marketingmix modelling (MMM) determines the most efficient allocation of resources, such as spend, across various marketing channels. Using historical data on spend and ROI, it identifies correlations between channels and performance. By identifying the optimal mix of these channels, MMM helps you optimise marketing strategies, predict future performance, and ultimately enhance overall media effectiveness.\u003C\u002Fp>\n",{"title":167,"text":168},"Whats the difference between incrementality testing and A\u002FB testing","\u003Cp>Incrementality and A\u002FB testing methods are similar but are different in scope and purpose. Incrementality testing evaluates the impact of a specific marketing campaign by comparing a group exposed to the campaign (test group) with a group not exposed (control group). It isolates and measures the incremental effect of the marketing activity. A\u002FB testing compares two or more versions of a marketing asset to determine which version performs better. While A\u002FB testing helps optimise specific elements, incrementality testing assesses the broader impact of the entire marketing campaign, helping to inform overall marketing strategies.\u003C\u002Fp>\n",{"title":170,"text":171},"When is incrementality testing needed","\u003Cp>Incrementality testing is essential when there's a need to accurately measure the true impact of a marketing campaign or activity. It helps determine if the desired outcomes, such as increased sales, customer engagement, or conversions, are a direct result of the marketing effort itself, rather than other external factors. \u003C\u002Fp>\n\u003Cp>This methodology is particularly valuable when making decisions about budget allocation, channels, and building marketing strategies to achieve optimal ROI. Incrementality testing can also be used when evaluating the performance of new marketing approaches or assessing the effectiveness of existing ones for continuous improvement.\u003C\u002Fp>\n",{"title":173,"text":174},"Whats the difference between media mix and marketing mix modelling?","\u003Cp>Media mix refers to the specific combination of channels (e.g., paid search, social media, DOOH, programmatic display) a company uses to reach and convert its target audience effectively. On the other hand, the marketing mix encompasses a broader set of elements which includes not only media but also product design, pricing strategies, distribution methods, and promotional activities.\u003C\u002Fp>\n",{"title":176,"text":177},"When should a business consider investing in marketing mix modelling?","\u003Cp>Media mix modelling should be used when a business wants to fully understand the incremental contributions of their media impact to business goals such as leads, conversions or revenue. Message testing and media consultancy are essential components of media mix modelling. By employing this approach, businesses gain insights into the effectiveness of their advertising efforts across various channels.\u003C\u002Fp>\n\u003Cp> Media mix modelling is best suited to businesses that have a mix of digital and traditional marketing channels and businesses with KPIs that fluctuate by season and\u002For on particular events. \u003C\u002Fp>\n\u003Cp>Businesses should invest in media mix modelling to gain insights into budget allocation and ROI forecasts to inform decision-making.\u003C\u002Fp>\n",{"title":179,"text":180},"How can marketing mix modelling grow my business?","\u003Cp>Media mix modelling allows businesses to balance and identify growth areas in current or past media spend investments. It provides a way to maximise ROI for marketing spend and hence produce forecasted budget allocations. \u003C\u002Fp>\n\u003Cp>Working with a media buying agency analysing media mix modelling can evaluate how ROI changes as marketing investment changes, hence allowing your business to understand what is required to achieve target ROI.\u003C\u002Fp>\n\u003Cp>Media effectiveness measurement also allows for informed decision-making regarding budget allocation and optimisation strategies, ensuring a more impactful and efficient use of resources across the entire media spectrum.\u003C\u002Fp>\n",{"title":182,"text":183},"What data is required for marketing mix modelling?","\u003Cp>Media mix modelling requires 2-3 years of historical time series data on digital marketing spend, any traditional marketing spend, performance metrics such as sales or conversions, and other relevant variables. Data on different media channels, advertising expenditures, and market conditions are essential.\u003C\u002Fp>\n",{"title":185,"text":186},"What data is required for incrementality testing?","\u003Cp>Incrementality testing requires 2-3 years of historical time series data concerning the variable we wish to measure across the media channel we wish to infer. Additionally, data concerning the variable we wish to measure across different locations is essential. Other relevant variables that may have a large influence over the KPI in question can be included but aren't essential.\u003C\u002Fp>\n",{"title":188,"text":189},"What is the difference between multi-touch attribution modelling and marketing mix modelling?","\u003Cp>Multi-touch attribution modelling concentrates on attributing credit across specific touchpoints in the customer journey. Media mix modelling takes a broader view, evaluating the collective impact of various marketing channels on overall business goals.\u003C\u002Fp>\n",{"acf_fc_layout":191,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":192,"cta_text":193,"cta_link":194,"items":195},"related_module","Measurement resources","See all articles","\u002Fblog\u002F",[196,211,225],{"type_key":197,"title":198,"excerpt":199,"to":200,"postedAt":201,"readingTime":202,"image":203,"authors":204,"category":208},"post","A beginners’ guide to Incrementality Testing and Media Mix Modelling","\u003Cp>Upon researching Media Effectiveness you might have stumbled across the following terms: media mix modelling, econometric modelling, incrementality testing, synthetic data, multiple linear regression, Bayesian, frequentist, R-squared, geo-experiments and multi-touch attribution. You’re not alone if you read all this and find the world of Media Effectiveness a little intimidating. For a discipline based on transparency […]\u003C\u002Fp>\n","\u002Fblog\u002Fguide-to-media-effectiveness-measurement\u002F","2024-02-06T13:57:02",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Furiel-sc-11KDtiUWRq4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[205],{"name":206,"image":207},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":209,"name":210},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides",{"type_key":197,"title":212,"excerpt":213,"to":214,"postedAt":215,"readingTime":216,"image":217,"authors":218,"category":222},"Leveraging incrementality testing to optimise Media Mix Modelling","\u003Cp>In the dynamic world of digital marketing, you are always striving to allocate your resources in such a way that maximises the impact of your media channels. Media Mix Modelling is a powerful tool that allows you to estimate the contributions of various media channels on KPIs. However, the effectiveness of Media Mix Modelling relies […]\u003C\u002Fp>\n","\u002Fblog\u002Fleveraging-incrementality-testing-to-optimise-media-mix-modelling\u002F","2024-01-12T16:49:57",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fwojtek-witkowski-h7rOzTmGxWE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C356%2C2400%2C960&w=750",[219],{"name":220,"image":221},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":223,"name":224},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":197,"title":226,"excerpt":227,"to":228,"postedAt":229,"readingTime":230,"image":231,"authors":232,"category":234},"Measure Marketing Effectiveness with Media Mix Modelling","\u003Cp>Measuring media effectiveness and optimising budget allocation is a challenge for any marketer. As we constantly seek better ways to ensure that every penny spent contributes to the overall success of our campaigns, the traditional approach of relying on heuristics, which involves using rule-of-thumb methods, often falls short in providing actionable insights for long-term success.  […]\u003C\u002Fp>\n","\u002Fblog\u002Fmedia-mix-modelling\u002F","2023-11-20T13:31:14",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fconny-schneider-pREq0ns_p_E-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[233],{"name":206,"image":207},{"to":223,"name":224},{"acf_fc_layout":236,"reduced":26,"top_overlap":42,"bottom_underlap":42,"disable_observer":-1,"heading":237,"style":238,"cta_link":239,"cta_text":240,"services":241},"related_services","Related services","blue","\u002Fdigital-marketing\u002F","See all digital marketing services",[242,246,249],{"title":243,"link":244,"description":245},"Media Solutions","\u002Fmedia-solutions\u002F","Enhance media mix modelling by effectively capturing and leveraging earned data effectively with industry-leading technology and techniques.",{"title":119,"link":247,"description":248},"\u002Fanalytics\u002F","Better understand the effect of a campaign, deep-dive into the user journey, or inform your strategic decisions, for improved media effectiveness.",{"title":250,"link":251,"description":252},"Data Science","\u002Fmedia-solutions\u002Fdata-science\u002F","Change and iterate on how you engage with the evolving world of digital. Ensure you’re ahead of the curve.",{"acf_fc_layout":254,"reduced":26,"top_overlap":42,"bottom_underlap":42,"disable_observer":-1,"heading":255,"title":256,"intro":257},"form_cta","Find out what we can do for your business","Get in touch","\u003Cp>Want to maximise your media investment, through marketing mix modelling or incrementality testing? We’d love to hear from you.\u003C\u002Fp>\n",[],[260,263,264],{"path":261,"name":262},"\u002F","Home",{"path":244,"name":243},{"path":265,"name":266},null,"Media Measurement",{"title":268,"script":269,"meta":415,"link":458},"Marketing Mix Modelling Company | Ad Effectiveness Consultancy",[270],{"type":271,"key":272,"innerHTML":273},"application\u002Fld+json","yoast-json-ld",{"@context":274,"@graph":275},"https:\u002F\u002Fschema.org",[276,287,299,311,378],{"@type":277,"@id":278,"url":278,"name":268,"isPartOf":279,"datePublished":281,"dateModified":282,"description":283,"breadcrumb":284,"inLanguage":286},"WebPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002Fmeasurement\u002F",{"@id":280},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website","2023-09-09T12:14:08+00:00","2025-03-13T14:47:54+00:00","Our marketing mix modelling services allow your business to unlock the full potential of your strategies, driving higher ROI and informed decision-making.",{"@id":285},"https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002Fmeasurement\u002F#breadcrumb","en",{"@type":288,"@id":285,"itemListElement":289},"BreadcrumbList",[290,294,297],{"@type":291,"position":292,"name":262,"item":293},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":291,"position":295,"name":243,"item":296},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002F",{"@type":291,"position":298,"name":266},3,{"@type":300,"@id":280,"url":293,"name":301,"description":6,"publisher":302,"inLanguage":304,"potentialAction":305},"WebSite","Impression",{"@id":303},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":306,"target":307,"query-input":310},"SearchAction",{"@type":308,"urlTemplate":309},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":312,"@id":303,"name":301,"url":293,"logo":313,"image":319,"sameAs":320,"@context":324,"email":325,"foundingDate":326,"legalName":327,"vatID":328,"description":329,"telephone":330,"address":331,"location":338,"areaServed":371},"Organization",{"@type":314,"inLanguage":304,"@id":315,"url":316,"contentUrl":316,"width":317,"height":318,"caption":301},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[321,322,323],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":332,"streetAddress":333,"addressLocality":334,"addressRegion":335,"postalCode":336,"addressCountry":337},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[339,348,360],{"@type":340,"name":341,"geo":342,"address":346,"photo":319,"telephone":347},"Place","Impression Digital - Nottingham",{"@type":343,"latitude":344,"longitude":345},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":332,"streetAddress":333,"addressLocality":334,"addressRegion":335,"postalCode":336,"addressCountry":337},"+44 01158 242 212",{"@type":340,"name":349,"geo":350,"address":353,"photo":358,"telephone":359},"Impression Digital - London",{"@type":343,"latitude":351,"longitude":352},"51.50237208377361","-0.09229841534284115",{"@type":332,"streetAddress":354,"addressLocality":355,"addressRegion":356,"postalCode":357,"addressCountry":337},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":340,"name":361,"geo":362,"address":365},"Impression Digital - New York",{"@type":343,"latitude":363,"longitude":364},"40.726722746949","-74.00527778220652",{"@type":332,"streetAddress":366,"addressLocality":367,"addressRegion":368,"postalCode":369,"addressCountry":370},"160 Varick St","New York","NY","10013","USA",[372,375,377],{"@type":373,"name":374},"Country","Worldwide",{"@type":373,"name":376},"GBR",{"@type":373,"name":370},{"@type":379,"mainEntity":380,"@id":414,"url":278},"FAQPage",[381,386,390,393,396,399,402,405,408,411],{"@type":382,"name":161,"acceptedAnswer":383},"Question",{"@type":384,"text":385},"Answer","\u003Cp>In marketing, incrementality testing is used to assess the impact of a marketing campaign or channel. Two distinct groups are created: a test group and a control group. A marketing modelling consultancy can accurately measure the incremental effect of marketing activities by comparing behaviours and outcomes between these groups. Using this approach allows you to isolate the true impact of the marketing effort from other variables, which allows you to refine strategies and make informed decisions about marketing investments.\u003C\u002Fp>",{"@type":382,"name":387,"acceptedAnswer":388},"What is Media Mix Modelling?",{"@type":384,"text":389},"\u003Cp>Marketingmix modelling (MMM) determines the most efficient allocation of resources, such as spend, across various marketing channels. Using historical data on spend and ROI, it identifies correlations between channels and performance. By identifying the optimal mix of these channels, MMM helps you optimise marketing strategies, predict future performance, and ultimately enhance overall media effectiveness.\u003C\u002Fp>",{"@type":382,"name":167,"acceptedAnswer":391},{"@type":384,"text":392},"\u003Cp>Incrementality and A\u002FB testing methods are similar but are different in scope and purpose. Incrementality testing evaluates the impact of a specific marketing campaign by comparing a group exposed to the campaign (test group) with a group not exposed (control group). It isolates and measures the incremental effect of the marketing activity. A\u002FB testing compares two or more versions of a marketing asset to determine which version performs better. While A\u002FB testing helps optimise specific elements, incrementality testing assesses the broader impact of the entire marketing campaign, helping to inform overall marketing strategies.\u003C\u002Fp>",{"@type":382,"name":170,"acceptedAnswer":394},{"@type":384,"text":395},"\u003Cp>Incrementality testing is essential when there's a need to accurately measure the true impact of a marketing campaign or activity. It helps determine if the desired outcomes, such as increased sales, customer engagement, or conversions, are a direct result of the marketing effort itself, rather than other external factors. \u003C\u002Fp>\n\u003Cp>This methodology is particularly valuable when making decisions about budget allocation, channels, and building marketing strategies to achieve optimal ROI. Incrementality testing can also be used when evaluating the performance of new marketing approaches or assessing the effectiveness of existing ones for continuous improvement.\u003C\u002Fp>",{"@type":382,"name":173,"acceptedAnswer":397},{"@type":384,"text":398},"\u003Cp>Media mix refers to the specific combination of channels (e.g., paid search, social media, DOOH, programmatic display) a company uses to reach and convert its target audience effectively. On the other hand, the marketing mix encompasses a broader set of elements which includes not only media but also product design, pricing strategies, distribution methods, and promotional activities.\u003C\u002Fp>",{"@type":382,"name":176,"acceptedAnswer":400},{"@type":384,"text":401},"\u003Cp>Media mix modelling should be used when a business wants to fully understand the incremental contributions of their media impact to business goals such as leads, conversions or revenue. Message testing and media consultancy are essential components of media mix modelling. By employing this approach, businesses gain insights into the effectiveness of their advertising efforts across various channels.\u003C\u002Fp>\n\u003Cp> Media mix modelling is best suited to businesses that have a mix of digital and traditional marketing channels and businesses with KPIs that fluctuate by season and\u002For on particular events. \u003C\u002Fp>\n\u003Cp>Businesses should invest in media mix modelling to gain insights into budget allocation and ROI forecasts to inform decision-making.\u003C\u002Fp>",{"@type":382,"name":179,"acceptedAnswer":403},{"@type":384,"text":404},"\u003Cp>Media mix modelling allows businesses to balance and identify growth areas in current or past media spend investments. It provides a way to maximise ROI for marketing spend and hence produce forecasted budget allocations. \u003C\u002Fp>\n\u003Cp>Working with a media buying agency analysing media mix modelling can evaluate how ROI changes as marketing investment changes, hence allowing your business to understand what is required to achieve target ROI.\u003C\u002Fp>\n\u003Cp>Media effectiveness measurement also allows for informed decision-making regarding budget allocation and optimisation strategies, ensuring a more impactful and efficient use of resources across the entire media spectrum.\u003C\u002Fp>",{"@type":382,"name":182,"acceptedAnswer":406},{"@type":384,"text":407},"\u003Cp>Media mix modelling requires 2-3 years of historical time series data on digital marketing spend, any traditional marketing spend, performance metrics such as sales or conversions, and other relevant variables. Data on different media channels, advertising expenditures, and market conditions are essential.\u003C\u002Fp>",{"@type":382,"name":185,"acceptedAnswer":409},{"@type":384,"text":410},"\u003Cp>Incrementality testing requires 2-3 years of historical time series data concerning the variable we wish to measure across the media channel we wish to infer. Additionally, data concerning the variable we wish to measure across different locations is essential. Other relevant variables that may have a large influence over the KPI in question can be included but aren't essential.\u003C\u002Fp>",{"@type":382,"name":188,"acceptedAnswer":412},{"@type":384,"text":413},"\u003Cp>Multi-touch attribution modelling concentrates on attributing credit across specific touchpoints in the customer journey. Media mix modelling takes a broader view, evaluating the collective impact of various marketing channels on overall business goals.\u003C\u002Fp>","https:\u002F\u002Fwww.impressiondigital.com\u002Fmedia-solutions\u002Fmeasurement\u002F#faqpage",[416,418,421,424,427,429,431,433,435,438,440,443,446,449,452,455],{"name":417,"content":283},"description",{"name":419,"content":420},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":422,"content":423},"og:locale","en_GB",{"property":425,"content":426},"og:type","article",{"property":428,"content":268},"og:title",{"property":430,"content":283},"og:description",{"property":432,"content":278},"og:url",{"property":434,"content":301},"og:site_name",{"property":436,"content":437},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":439,"content":282},"article:modified_time",{"property":441,"content":442},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":444,"content":445},"og:image:width",1200,{"property":447,"content":448},"og:image:height",630,{"property":450,"content":451},"og:image:type","image\u002Fjpeg",{"name":453,"content":454},"twitter:card","summary_large_image",{"name":456,"content":457},"twitter:site","@impressiontalk",[]]