Marketing Mix Modelling
Talks that move

Marketing Mix Modelling

Reallocating marketing spend through Marketing Mix Modelling to unlock true incremental growth and improve margin efficiency
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Marketing spend is a major cost center with limited visibility into true return, leading to inefficient allocation and margin erosion
WHY THIS “MARKETING MIX MODELLING” CHALLENGE?
From spend visibility to capital allocation

Fragmented channels and flawed attribution models distort performance, masking true incremental impact and limiting growth

Key benefits
Why marketing efficiency remains untapped

The gap between data and decisions

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Limited visibility on true ROI

Marketing represents 5–15% of revenue but lacks accurate attribution of incremental impact

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Fragmented measurement across channels

Siloed platforms and inconsistent KPIs reduce comparability and decision clarity

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Bias toward short-term performance

Last-click models overinvest in lower-funnel channels while undervaluing brand impact

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Inefficient budget allocation

Significant portions of spend fund non-incremental or cannibalized demand

How NTT DATA helps

01
Implement Marketing Mix Modelling (MMM)

Quantify true incremental sales by separating base demand from marketing-driven impact across all channels

Implement Marketing Mix Modelling (MMM)
02
Enable unified cross-channel measurement

Integrate online, offline, and external factors into a single analytical framework for decision-making

Enable unified cross-channel measurement
03
Drive budget reallocation with precision

Identify over- and under-invested channels to optimize ROI without increasing total spend

Drive budget reallocation with precision
04
Activate scenario-based planning

Simulate budget shifts and forecast outcomes to balance growth and margin objectives dynamically

Activate scenario-based planning
05
Establish decision governance at scale

Connect data, models, and executive decisions to ensure consistent, actionable marketing investment strategies

Establish decision governance at scale
Business Impact with Data Analytics
Proven impact
Turning marketing spend into measurable business impact
Results that matter
Tangible outcomes from Marketing Mix Model implementation
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2–5% revenue uplift from budget reallocation

Achieved by shifting 10–20% of spend toward higher-return channels

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Improved EBITDA through spend efficiency

Reduced waste and better allocation directly increase profitability

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Full visibility on incremental sales impact

MMM isolates marketing-driven growth from baseline demand across channels

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Faster and more accurate decision-making

Scenario simulation enables dynamic reforecasting under changing market conditions

Transform Your Marketing Mix Modelling Approach

Unlock growth with better measurement

Let's talk
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