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What is Marketing Mix Modeling (MMM)?

Marketing Mix Modeling (MMM) is a top-down, statistical approach that analyzes aggregate marketing and revenue data to determine the influence of marketing investments on sales. Unlike Multi-Touch Attribution (MTA), which tracks user-level interactions, MMM provides a broader, long-term perspective, helping brands forecast, budget, and plan at the channel and tactic level.

With Rockerbox MMM, brands can:

  • Measure the effectiveness of every marketing tactic and channel
  • Optimize budget allocation to achieve specific ROAS (Return on Ad Spend) or revenue goals
  • Identify when and where diminishing returns occur
  • Forecast performance under different budget scenarios

With Rockerbox MMM, you can answer:

  • What is the overall impact of each channel and tactic on sales?
  • What is the optimal budget allocation to achieve a specific ROAS target?
  • At what spend level will I see diminishing returns?
  • How will different budget levels impact my future revenue and ROI (Return on Investment)?

What’s Included in Rockerbox’s MMM?

Scenario Planner: Optimize Spend for Maximum Impact

  • Forecast revenue and ROAS based on different budget levels.
    • Example: If I spend $X on TikTok, what is my expected revenue?
    • I want a $Y ROAS on TikTok. How much should I invest?
  • Identify the optimal budget mix to increase efficiency and drive better performance

Tactical Budget Recommendations

  • Channel and tactic-level budget adjustments for further efficiency.
  • Determine where to increase or decrease spend based on projected impact.

Media Planning & Impact Analysis

  • Set daily budgets per channel and see the expected revenue & ROAS impact.
  • Compare current, recommended, or custom spend levels to make informed decisions.

Training Data Visibility & Validation

  • Understand how the model’s predictions align with actual revenue.
  • Review what data is included as inputs in your MMM model.

Case Study

Transforming Marketing Strategy with Track at Care/Of

Care/Of, a personalized vitamins and supplements DTC brand, achieved significant growth by adopting an analytically-driven marketing approach, leveraging Track by Rockerbox. The brand faced challenges in understanding the effectiveness of their marketing channels and data.

By choosing Track, Care/Of gained comprehensive insights into their marketing efforts, eliminated non-incremental touchpoints, and improved their Return on Ad Spend (ROAS). Track empowered Care/Of to build a data-forward culture and make smarter marketing decisions, leading to successful scaling and future growth.

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The Problem:
Limited Visibility Into Marketing

Care/Of faced challenges in measuring the impact of their marketing efforts. They lacked a holistic view of their marketing performance, making it difficult to identify effective product lines and allocate budgets wisely.

Additionally, they struggled with understanding the incremental value of certain touchpoints, such as whitelisted influencer retargeting on Facebook, for specific product lines.

This limited visibility hindered their ability to optimize their marketing strategy for better ROI on individual products.

The Solution:
Harnessing the Power of Track and Journey Multi-Touch Attribution

With Journey’s multi-touch attribution capabilities, Care/Of was able to analyze the effectiveness of each marketing channel for specific product lines and eliminate non-incremental touchpoints that overlapped with other tactics. They successfully scaled hard-to-track channels, such as influencers and podcasts, for certain product lines by leveraging Track's robust measurement methods. Furthermore, using Track's de-duplicated ROAS, Care/Of achieved a 46% improvement in Facebook ROAS for targeted product lines through precise campaign, ad set, and ad level optimizations. 

View Case Studies

Why Rockerbox? A Smarter MMM Solution

✔ Goes beyond just budgeting – MMM helps make sense of your marketing campaigns to optimize spend, improve efficiency, and measure total marketing effectiveness.

✔ Works across all channels – Provides insights for both digital marketing and offline media, including retail, OOH, and radio.

✔ Transparent & customizable models – Understand how predictions are generated and validate accuracy.

✔ Seamlessly integrates with Unified Measurement – Part of a unified marketing analytics approach that works alongside MTA and Incrementality Testing for a complete marketing measurement framework.

Move beyond guesswork—measure, optimize, and plan with confidence using Rockerbox MMM.