Performance and Measurement
MMM Measurement
Brands spending across several channels at a level where platform attribution no longer answers the budget question.
Last reviewed
November 5, 2026
The problem
Every platform claims the same sale. Meta, Google and email each report a return that adds up to more than the business made, so budget decisions come down to whoever argues best.
What you get
A budget split based on what each channel actually adds to revenue, and a way to test it.
Why it matters
What a mix model answers that platforms can't
Budget based on what channels really add
Not on what each platform claims.
See where spend has stopped working
Find the point where extra budget on a channel stops paying back.
Plan with confidence
Test budget scenarios before committing money.
Less exposed to tracking loss
The model uses your own sales and spend, so it holds up as cookies and platform tracking get weaker.
What's included
- Data readiness review: spend, revenue and channel history by week
- Marketing mix model built on that history, with tool or partner selection where needed
- Incrementality view of each channel: what it adds, not what it claims
- Budget scenarios: where the next pound should go, and where spend has stopped working
- A quarterly refresh tied to planning
How it's delivered
Standalone project
Within Fractional
Within Consultancy
