Introduction to Marketing Mix Modeling (MMM) Playbook
The New Era of AI-Driven Decision-Making
Executive summary for marketing leaders
Marketers today need more than intuition to make decisions—they need actionable insights backed by data.
Enter AI, predictive analytics, and marketing mix modeling (MMM). These three powerhouses are reshaping how brands measure and improve performance. Mastering these concepts will empower you to link marketing efforts to revenue and create sustainable growth.
Keen’s playbook helps you understand the changing marketing landscape and provides the tools, frameworks, and strategies required to stay competitive. Each chapter offers practical advice to help you make smarter, faster decisions with marketing mix models.
Inside, you’ll learn how to:
- Optimize your channel mix
- Forecast annual revenue
- Demonstrate your marketing incrementality
- ...And much more with confidence and data on your side.
Make better data-driven decisions today. Download the playbook now.
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Explore chapters
Find your edge: Transform marketing with MMM, one chapter at a time
Chapter 1:
The evolution of data-driven marketing
Marketing has evolved from guesswork to result-oriented strategies. Understanding this shift will help you adopt the mindset needed to thrive in this transformative environment. Evidence-based decision-making will elevate your marketing campaigns, ensuring precision at every step.
Follow our four-step guide to data-driven marketing decisions. Learn the importance of setting clear KPIs, identifying high-value data sources, and optimizing campaigns in real time.
Chapter 2:
The difference between marketing mix modeling and multi-touch attribution
Marketing mix modeling (MMM) and multi-touch attribution (MTA) are often used interchangeably, but they serve different purposes. Knowing which approach to take—and when—is essential for marketers looking to measure performance accurately.
Understand the nuances of each model and learn how Keen’s MMM solution provides the long-term strategic insights needed for sustainable growth. Explore practical examples to help you decide which option best suits your needs.
Chapter 3:
Unifying channels with predictive analytics in marketing
Predictive analytics isn’t just a buzzword—it’s the future of marketing optimization. With uncountable brands fighting for your audience’s attention and businesses cutting down on marketing budgets, you need data analysis to maximize your efforts. Predictive analytics allow you to anticipate trends and align your campaigns across channels, from TV and social to print advertisements.
Discover how predictive marketing connects the dots between your campaigns. See how Keen’s platform helps you take a holistic approach by unifying data streams and optimizing marketing spend.
Chapter 4:
From instincts to data: Validating marketing expertise
Combining your expertise with data will set you up to achieve measurable marketing impact. But even seasoned marketers struggle with balancing their intuition and data—what do you do when data contradicts your instincts?
Get the answer in this chapter. See real-world case studies of campaigns where data-backed decisions made all the difference. You’ll walk away knowing how to use metrics to build credibility and help stakeholders understand the impact of marketing activities on the business.
Chapter 5:
Real-time optimization and agile marketing
Marketing isn’t a static game. Agile methodologies allow you to pivot quickly and optimize strategies as conditions shift. Dynamic budget allocation and real-time adjustments drive better results, so you can make every marketing dollar count.
Learn tools and techniques for implementing agile marketing, including the best ways to allocate digital spending flexibly across channels, with real-time optimization frameworks that help you stay ahead of market changes.
Chapter 6:
Forecasting revenue and demonstrating marketing ROI
Showing return on investment (ROI) is one of the biggest challenges for marketers. If you can’t connect marketing efforts to financial outcomes, it’s hard to justify budgets and earn executive buy-in. This chapter helps you forecast revenue and tell a compelling ROI story that resonates with leadership.
Dive into advanced forecasting techniques, from scenario planning to iROAS and mROI. Explore strategies for presenting ROI data effectively—using visuals, highlighting key metrics, and tailoring your message to different stakeholders.
Chapter 7:
Annual planning guide for marketers
A solid annual plan is the foundation of any successful marketing strategy. This chapter provides a step-by-step guide to gathering the right data, setting goals, and building an annual plan aligned with business objectives.
Find out how to use predictive insights to forecast and test your ideas, optimize budget allocation, and present your strategy effectively. Get actionable checklists to ensure your team stays aligned throughout the year.
Chapter 8:
Optimizing marketing channel mix and budget allocation
Figuring out where to spend your marketing dollars isn’t easy. Oversaturate one channel, and you waste your budget. Underutilize another, and you miss out on conversions. This chapter helps you find the optimal marketing mix channel for your brand.
Leverage advanced strategies—from analyzing the halo effect to running scenario-based budget tests. Learn how to use AI-powered insights to allocate your budget strategically, ensuring every dollar drives impact.
Chapter 9:
The future of marketing technology
Struggling to keep up with new tools, shifting customer demands, and stricter data rules? The future of marketing isn’t about doing more—it’s about doing it smarter.
Take charge of your marketing future with trends shaping MarTech, from AI-powered insights to privacy-first strategies. Learn how tools like Keen can help you build a scalable, results-driven marketing program that stays ahead of the curve.
Chapter 10:
AI-Powered Marketing: Implementation Guide
Is your marketing team stuck in endless manual tasks, disconnected tools, and unclear results? It’s time to break free. AI-powered marketing is your solution to working smarter, not harder.
Receive a clear roadmap to assess your current strategy, uncover inefficiencies, and choose AI tools that drive real ROI. You’ll also learn how to align your team, manage change, and shift your marketing from a cost center to a profit-driving engine.
Unlock the benefits of AI-driven MMM in marketing
Discover expert strategies to optimize campaigns, boost ROI, and capture more market share. Download the Keen MMM playbook now and take your marketing performance to the next level.