MMM Deployment Audit
Why MMM is now a strategic lever?
Faced to increasingly complex media strategies, advertisers must adapt to rapid market transformation :
- Audience fragmentation
- Multiplication and increasing complexity of advertising platforms
- Significant share of walled gardens in the media mix
- Limited access to third-party cookies
In this context, Marketing Mix Modelling (MMM) is once again becoming a key lever for optimizing media investments and analyzing their contribution to business results.
The independent expertise of CESP
Not all MMM models are created equal. The reliability of a study depends on many factors: data quality, statistical methodology and interpretation of results vary greatly from one player to another. To support advertisers and advertising sales houses in this transformation. To support advertisers and agencies in this transformation, CESP offers an independent deployment audit of a Marketing Mix Modelling project.
Why carry out an MMM audit?
MMM (Marketing Mix Modelling) combines both mathematical and business skills. However, the increasing complexity of methodologies can make its results difficult for advertisers who above all seek reassurance about their validity and impartiality.
Furthermore, several MMM studies may lead to divergent strategic recommendations: how then to determine which one to follow?
Deployment audit methodology
The audit is based on a methodological questionnaire that is sent to the MMM service provider. A score will be calculated based on the number of questions answered correctly.
CESP will independently verify the relevance of the answers and may, in some cases, carry out independent tests on customer data.
The questionnaire, completed and validated by CESP, will be supplemented by a summary note giving a general opinion on the approach, based on the same nomenclature as that used in other CESP audits (positive points, suggested improvements, recommendations).
Have your model objectively evaluated by an expert