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Mixed marketing modelling (MMM) for maximum marketing effectiveness

We have developed an industry leading MMM approach to marketing effectiveness that can

  1. quantify the effectiveness of your marketing channels and
  2. help you to understand the long term impacts of marketing and sponsorship on your brand health.

Our modelling approach captures both short and long term impacts of marketing effectiveness and isolates sales contributions of both marketing campaigns (by channel) and your sponsorship arrangements. We also accurately capture interactions between different marketing and sponsorship based sales drivers. For example, we can determine how TV marketing and sponsorship drive consumer interactions with online advertising and conversion to sales

We recently applied our MMM solution with a major player in the aviation space to
quantify the return on investment (ROI) on their marketing expenditure historically (by marketing channel), and optimize ROI going forward. We also helped the client to understand the long term sales impacts of their brand health and reputation indicators, and the effect of tactical and branded marketing expenditure, as well as sponsorship exposure, on sales through long term brand effects.

Contact us

Dr Jonathan Gillham

Dr Jonathan Gillham

Chief Economist and Director of Econometrics and Economic Modelling, PwC United Kingdom

Tel: +44 (0)7714 567297

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