Traditional MMMs typically ignore the impact of ad content, leading to misattribution and missed opportunities. This white paper explores why integrating creative effectiveness into MMM is no longer optional. Backed by Kantar’s data and expertise, we’ll show how creative metrics sharpen attribution, boost ROI, and transform MMM into a more powerful tool for marketing effectiveness.
Why measuring creative in MMM is no longer optional and why it really matters
Marketing Mix Modelling (MMM) has long helped marketers understand how media investments drive sales. Yet experienced professionals often encounter a familiar puzzle: two campaigns with similar media spend can deliver very different results. The missing link? Creative quality.
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AI enhances sponsorship ROI measurement, see how Kantar helped one of our client understand the comprehensive ROI of their Olympic sponsorship, encompassing direct financial returns, brand visibility, and consumer engagement
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