Marketing spend often represents one of the largest line items on the P&L, yet traditional measurement often feels like a “black box” requiring blind faith. We believe that you cannot make multi-million dollar decisions with a fragile, outdated MMM that cannot be validated. Our Open MMM provides a transparent, mathematical framework that turns marketing from a cost center into a predictable growth engine.
For the CFO: Financial Rigor & Risk Mitigation
The modern CFO required financial accountability and the ability to mitigate risks associated with multi-million dollar investments.
• Accuracy You Can Verify: We project next-quarter revenue with 95%+ accuracy, allowing for precise cash flow management.While weekly models are useful for tactics, aggregating these forecasts into quarterly or annual views significantly reduces statistical error, providing the high-level stability needed for setting annual sales targets.
• Price Elasticity and Profitability: We provide a precise measurement of “price elasticity”—the percentage change in sales volume resulting from a 1% price increase—allowing you to assess how promotions or annual price reviews impact overall profitability.
• Measuring Long-Term Strategic Effects: We distinguish between “realised ROI” (achieved today) and “total ROI,” which includes projected future sales generated by current brand-building efforts.
• Accountability for Model Quality: A “bad model” can mislead leadership and result in costly decisions. Unlike traditional vendors, we take full accountability for model quality. We validate our forecasts every week on data the model has never seen.
• Identify and Eliminate Waste: Use mathematical “Stability Loops” and backtests to identify underperforming channels and eliminate wasted spend.
For the CMO: Strategic Agility & Growth Leadership
We empower marketing leaders to move towards scientifically validated marketing decisions.
• Multi-Stage Growth Insights: For businesses with complex conversion funnels, our multi-stage modeling helps you understand the down-funnel impact of top-of-funnel brand awareness.
• Dynamic ROI Tracking: Our models account for time-varying ROIs, recognizing that channel performance changes based on seasonality, promotional events, and market saturation.
• Unified Data Strategy: Centralize all marketing, analytics, and sales data into a single, unbiased source of truth, removing the bias of platform-specific reporting.
• Identifying “Halo Effects”: Our models capture how advertising for one product can create a “halo effect” that benefits other brands within your portfolio, ensuring you get full credit for the total impact of your campaigns.
• “Test-Before-Invest”: We provide interactive software that allows your team to run “what-if” scenarios, comparing alternative media plans to calculate the impact of potential budget cuts or increases.
Media Flighting: By analyzing adstocks and decay rates, we determine the optimal “flighting” (timing) of media to ensure your communications reach peak effectiveness during your most critical sales periods.
The Advantage of Transparency Over “Black Box” Models
Investing in a transparent, open approach ensures that your measurement logic is a business asset you own, not a secret kept by a vendor.
• Explainable Math: Full documentation on model specification so your internal data teams can trust the logic. We move beyond opaque algorithms to provide an equation that clearly identifies the “levers” (explanatory factors) causing your KPIs to move.
• Validated with Real-World Experiments: We utilize “out-of-sample” testing—forecasting a period of time the model hasn’t seen yet—to prove the model’s predictive reliability before you commit to a strategy.
• Feeding in Commercial Insight: Unlike automated black boxes, our process involves a “stakeholder workshop” where your team’s expertise is fed into the model at an early stage, ensuring the final results are commercially sensible.
Proven Strategic Impact
• Identify Diminishing Returns: Establish the exact point where additional investment in a channel becomes uneconomic, allowing you to reallocate budget to more profitable opportunities.
• Mitigate External Risks: Quantify the impact of non-marketing factors—such as competitor activity, economic trends, and weather—to understand exactly what is driving your sales.
• Reduce Uncertainty: By measuring effects at a 95% confidence level, we provide the odds you need to make aggressive growth moves with scientific backing.