What if you can distil all the data and information about your marketing campaigns into intelligent signals to help you make smarter marketing decisions and boost the effectiveness of your media mix?
Today, marketing investment decisions are fragmented, complex, and dynamic. You need a system that supports both broader strategic goals such as brand building, as well as tactical, granular decisions, down to publisher-specific ROI, in sync with your actual media planning and buying. That’s why we’ve created LIFT ROI, Kantar's AI-driven approach that takes legacy Marketing Mix Modeling (MMM) to the next level. LIFT ROI gives you a holistic view of your marketing performance and links your spend directly to business outcome that can be as granular as daily sales KPIs.
With LIFT ROI, you can:
- Understand the true effectiveness of your campaigns.
- Factor in brand strength, competitive activity, and macroeconomic trends.
- Simulate and optimize future campaigns with predictive analytics in just a few clicks.
And we go further: integrating creative quality to show how your creative strength drives ROI alongside pricing, promotions, and media mix placement. LIFT ROI transforms marketing spend into strategic investment, bringing together marketing, finance, and commercial teams into one system of record. With AI-powered insights, you can assess, predict, and maximize campaign performance like never before.
Ready to lift your ROI? Let’s make your marketing measurement decisions smarter!
Watch the videos
"Because of the LIFT ROI model and the optimisations we're running, we have been able to optimise our future media mix to improve our return on investment to incremental revenue
by at least 20%."
Liam Loan-Lack, CMO, My Muscle Chef
"LIFT ROI has improved our marketing team's effectiveness by providing comprehensive insights beyond media implementation. These insights help us optimise our media spend, non-media mix, and budget toward brand building, resulting in better overall performance. With LIFT ROI, we can focus on long-term brand building and planning. "
Owain Jevons, Marketing Performance and Planning Manager, TSB Bank
"The LIFT ROI predictions helped us achieve 96.97% accuracy in sales prediction based on the recommended media mix. The predictions turned out to be quite rigorous and correct time after time."
Per Christian Werenskiold, Marketing Strategy and Effectiveness, Telenor
Using Kantar’s holistic marketing effectiveness approach, integrating creative into MMMs; KFC’s campaign delivered 1.5x sales uplift and 1.4x increased ROI.
2026 Thought Leadership & Research
Core MMM Strategy
- Vidmob MMM White Paper →
- Unlocking True Long-Term Brand Impact- Kantar's Unique MMM Approach →
- Why Measuring Creative in MMM is no longer optional and why it really matters →
- A new era of storytelling: Inspiration for today’s brands →
- Understanding Marketing Mix Modeling adoption & usage: Five Key Takeaways →
- WARC 2025 The Future of Measurement →
Vertical Specific Insights
Detailed Partner Reports:
The more detailed report (Kantar full report) Building a suite of truth: A hybrid approach (Meta report)Kantar is pleased to be recognized as a Visionary in the 2025 Gartner® Magic Quadrant™ for Marketing Mix Modeling (MMM). This recognition underscores our commitment to redefining how marketing measurement drives business growth and reconnecting marketing decisions across the enterprise.
As one of the leading global providers of Marketing Mix Modeling solutions, Kantar empowers brands to thrive amid accelerating AI innovation and complex data transformations.Our Marketing Mix Modeling solution, LIFT ROI, combines advanced analytics with deep industry expertise to deliver actionable insights on brand and creative impact, robust simulation capabilities, and customer-driven enhancements, helping you turn measurement into sustainable growth.
Explore our upcoming webinars and events to stay at the forefront of marketing effectiveness and AI-driven insights:
LinkedIn Live (Nov 13th) Why Measuring Creative in MMM is no longer optional and why it really matters w/ Verisure
Kantar & Meta Podcast: Data driven creativity - The Key to better Marketing
iCom Data Creativity Awards: Elevating Creative ROI (Kantar and Reckitt UK)
Client Webinar: Painting a Picture of Connected Effectiveness (Kantar and Akzo Nobel Dulux)
Partnership Ecosystem
Higher optimisation potential due to hyper-granular output
Always accurate
It measures and optmises for direct and indirect impact
It measures the power of creative
Intuitive interfact with modelling powered by AI
From Kantar’s LIFT ROI standpoint, MMM delivers its greatest value when it reveals the complete story of how marketing measurement explains incremental impact, budget optimization, short- vs long-term balance, and scenario planning.
What is the difference between marketing mix modeling and media mix modeling?
Kantar’s point of view reinforces clarity of terms while highlighting the broader scope and higher strategic value of MMM.
Marketing Mix Modeling (MMM): A holistic measurement of all growth drivers from paid media, earned/owned touchpoints, brand equity, promotions, pricing, competition, and macro conditions. MMM answers: “What truly drives performance, and how do I optimize the full commercial levers?”
Media Mix Modeling (MdMM): A narrower subset focused only on paid media efficiency.
Where traditional MMM stops at results, LIFT ROI closes the loop by connecting insights to activation, enabling growth teams to make faster, smarter decisions throughout days, weeks, months, or year.
How does marketing mix modeling compare to attribution?
Kantar positions MMM and attribution as complementary, not competing. They each answers different questions. LIFT ROI bridges both MMM and MTA by showing how short-term tactics interact with long-term brand building, reconnecting decisions across the organization.term tactics interact with longterm brand building, reconnecting decisions across the organization.