Marketing Mix Modeling (MMM)
Marketing Mix Modeling is a statistical approach to measuring the incremental impact of each marketing channel on business outcomes (typically revenue or conversions). While full MMM requires regression analysis on historical data, this worksheet helps you structure the inputs, estimate channel contributions, calculate ROI by channel, and make better budget allocation decisions. Even rough estimates are more useful than no model at all.
When to use this framework
- →You need to justify or optimise marketing budget allocation across channels
- →Leadership asks 'Which channels are actually driving revenue?'
- →You want to reduce spend on underperforming channels and reinvest
- →You're planning next year's budget and need a data-informed starting point
- →You want to understand the diminishing returns curve for each channel
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D2C E-commerce Brand (hypothetical)
Channel 1
Name of the marketing channel.
How much do you spend on this channel per month?
Revenue attributed to this channel (even a rough estimate).
Revenue ÷ Spend.
Channel 2
Name of the marketing channel.
Monthly spend.
Revenue attributed.
Revenue ÷ Spend.
Channel 3
Name of the marketing channel.
Monthly spend.
Revenue attributed.
Revenue ÷ Spend.
Channel 4
Name of the marketing channel.
Monthly spend.
Revenue attributed.
Revenue ÷ Spend.
Portfolio Summary
Sum of all channel spend.
Sum of all channel revenue.
Total revenue ÷ Total spend.
Based on ROAS by channel, where should you shift budget? Move money from low-ROAS channels to high-ROAS channels (with diminishing returns in mind).
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