Data Adventures · Econometric Models
Marketing Mix Modeling
Marketing Mix ModelingResults AttributionBudget AllocationROI by ChannelSaturation CurvesBid & Budget
What is it?
Marketing Mix Modeling is our econometric modeling that measures the contribution of each media channel (and of non-media factors: price, seasonality, promotions, context) to business results. Instead of crediting the sale to the last click, we decompose what actually drove revenue, so you can allocate budget with accountability and guide bidding and investment by channel. Leaders who prioritize MMM are more than 2× as likely to beat revenue targets (Google, 2024), while around 25% of media spend is wasted (ANA).
What should I attribute my results to, and where do I reallocate budget to grow overall ROI?
Who it is for
Marketing, media, growth, and finance teams that need to justify and optimize media investment with evidence that goes beyond platform metrics and last-click.
What we answer
- What should I attribute my business results to?
- What is the real contribution of each channel (including offline and branding)?
- What is the ideal budget allocation for share and ROI gains?
- Where are the saturation and diminishing-returns points of each channel?
- How do I guide bidding and budget toward high-value users?
Benefits and results
What you take to your business
Results attribution beyond last-click
ROI- and share-oriented budget allocation
Saturation and efficiency reading by channel
Media accountability to defend (or cut) investment
Tactical budget and bid-strategy recommendations
What we deliver
Contribution decomposition by channel and factor (price, seasonality, promotion)
Incremental ROI and ROAS by channel
Response and saturation curves (diminishing returns)
Budget reallocation scenarios and estimated impact
Modeling connected via API to your media and CRM tools
Budget-guidance and bid recommendations
How it works
MMM answers where to allocate budget across channels; Creative Mix Modeling answers what makes the creative perform within each channel. Together they cover media end to end: macro allocation (MMM) + micro creative optimization (CMM).
Formats: Econometric modeling (custom project). Can be delivered as a report, dashboard, or model connected via API. One-off or recurring updates.
We turn data into decisions, with method and transparency.
Brands that trusted Okiar to answer their business questions
Other solutions in Data Adventures
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Models (MMM, Lens CTR, VBB) to discover what drives your media results and optimize every dollar invested.
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Predicts each creative's CTR before launch, without research, and shows what to prioritize in the creative. Includes a simulator.
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What challenge can we help you with today?
Request your quote and transform your business based on data. With tailor-made solutions, our team will help you turn information into strategy.