With most marketers looking at MMM to assess the levers of growth and establish the right communications approach, it might be useful to look at the new Gartner report on the different suppliers. Gartner have been producing these grids for various market sectors and this is their first assessment for MMM. Sure enough its Analytic Partners who emerge triumphant as the supplier with the most complete approach and capability to deliver. I've worked with the company on numerous occasions and I have to concur. Advanced, easy to work with, applied. They should be top of any company's list. Honourable shout out to Ipsos for also being top of the pile. It's a company that does not get enough air time given its excellence in this and other spaces. Useful info for those making MMM investments in 2025... #MMM #marketing
Mark Ritson - every time I see a map with two dimensions that correlated…I cry.
When I took Mini-MBA a few years ago you had mentioned you were one of the few skeptics of this discipline. Have you been persuaded otherwise since then?
It is worth making the point that like Forrester, this is effectively a US centric view of the MMM market which does not include the best consultancies elsewhere in the world, or those consultancies who would sooner not get involved in the 'pay to play' US league tables. After 30 years in MMM, I have only once been asked about Forrester or Gartner rankings in a sales pitch, whilst I appreciate that it is a big deal in the US
Take all this with a bucket of salt. Gartner sells the positions on this grid based on the amount of money you spend on their events.
Great firms in a brilliant industry to work in, all independent and not linked to media buying or media publishers! If you haven't come across Ekimetrics before, happy to take you through what we do and who we've been working with over the last years. I believe our ability to execute is lower as we have a smaller, but rapidly growing team, in the US, but there's a reason our completeness of vision is 'off the diagonal'..
Good list but oddly 2 -3 of the very best players not on here. Pity there are no media agencies either. They are inherently the best at building, understanding and interpreting the outputs of models, integrating them into daily planning. None here could be called "media experts" - they are modelling experts. It makes using models very painful. Your media agency understands the reality of the recommended solutions and optimisations. It ensures that as a buyer of MMM you get a proper ROI and they do not become presentations that sit on the shelf. They are also, almost certainly, cheaper. Another challenge: the players in the top right (especially) need to open up their co-efficiemts if they want to have a future. You can't build a model and then go "oh no, this is our IP". Give your client decent ROI on the model investment. Pass the co-efficients to the media planner. There is nothing more frustrating than the laborious back and forth of optimisations with someone who doesn't really understand the budgeting, media planning and optimisation process. The outputs are half baked. And as agencies, we were so beyond marking our own homework, it was becoming ridiculous.
Some good vendors here and MMM is an important part of the tool kit for brands. But MMM has a strong gravitational pull towards efficiency over effectiveness, so important measurement efforts are counterbalanced. Running growth experiments to find new levers, doing comparative analysis to identify headroom for base growth, and building a learning agenda agnostic of any one technique all help achieve this. Nothing you haven't said already in the comments Mark Ritson https://www.linkedin.com/pulse/your-measurement-program-growth-orientated-billy-ryan-5quee?utm_source=share&utm_medium=member_android&utm_campaign=share_via
MMM is useful, but there are some important caveats. It doesn’t perform well with long consideration journeys. Since MMM is essentially curve-fitting, the longer the journey, the more noise there is, and the less accurate the results become. The same goes for incrementality testing. If you run a 4-week test, but your buyers typically take 4 weeks to decide, the test won’t capture the full effect. Neither method truly accounts for long-term impact. Many people exposed to ads won’t buy immediately but might convert a month or two later. Buyers are also more likely to purchase a product they’re familiar with when they enter the market. You can control this by looking at different steps in your journey but if you just give spend and revenue to your MMM provider, I can guarantee it will not be right with a long consideration journey,
Wonder to what extent Meta's Robyn is being adopted and how it shapes up against these providers.
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2dOh look, another quadrant from Gartner. Just what we needed - more consultants telling us how to measure stuff that probably doesn't need measuring. Here's what the marketing geniuses won't tell you: If you're spending more time analyzing your marketing than actually doing marketing, you're doing it wrong. Sure, Marketing Mix Modeling has its place - just like my cardiologist has his place. But I don't need him to tell me that donuts are bad for me. Want to know if your marketing works? Look at your sales. Want better marketing? Make ads people actually notice and show them to lots of people. But hey, if you've got money to burn on consultants who can put dots on a grid, knock yourself out. Just remember - no brand ever became famous by having the best analytics alone. And for Christ's sake, stop calling everything "levers of growth." They're called "ways to sell more stuff."