In today’s fragmented digital landscape, marketers face an increasingly complex challenge: proving which investments actually drive growth. From paid social and programmatic to search, TV, and OOH, each channel plays a role in influencing customers. Without the right measurement approach, it’s almost impossible to know where to scale and where to cut back.
This is where Mortar AI’s Marketing Mix Modelling (MMM) changes the game.
- See the Full Picture. Not Just Clicks
Traditional attribution tools focus heavily on digital touchpoints and often rely on last-click metrics. This skews budgets toward channels that close sales, not those that truly drive demand. Mortar MMM goes further – analysing both online and offline channels, brand and performance activity, and external factors like seasonality and economic trends. The result is a holistic view of what’s actually driving revenue.
- Optimise Budgets with Confidence
Without accurate measurement, media budgets are often allocated based on gut feel, platform bias, or outdated reports. Mortar MMM continuously ingests and models your marketing and sales data to identify the real ROI of each channel. By understanding which investments deliver incremental returns, you can reallocate spend with precision, maximising every dollar, euro, or pound.
- Move Beyond Platform Bias & Data Silos
Walled gardens and siloed reporting make it difficult to compare performance across platforms like Meta, Google, or TV networks. Mortar’s MMM approach eliminates duplication and bias by using unified, independent modelling. It delivers insights you can trust – free from the inflated numbers often reported by ad platforms.
- Align Marketing, Finance, and the Boardroom
MMM isn’t just for marketers. By linking marketing performance directly to business outcomes, Mortar MMM helps CMOs, CFOs, and CEOs speak the same language. This alignment reduces friction, supports faster decision-making, and ensures marketing is seen as a growth driver, not a cost centre.
- Predict the Impact of Future Scenarios
Mortar MMM isn’t just backward-looking. It’s predictive. Scenario planning tools allow you to model different budget allocations and forecast their impact before you spend. This means you can test, plan, and invest with clarity, avoiding costly guesswork.
MMM vs Attribution: Why the Difference Matters
Most marketers are familiar with attribution models, whether it’s last-click, first-click, or even data-driven attribution. But these models have fundamental limitations:
| Attribution | Marketing Mix Modelling (MMM) |
| Focuses mainly on digital channels and user-level data. | Covers all marketing activity spanning online and offline, plus external factors like pricing, seasonality, and market trends. |
| Often relies on cookies or platform tracking, making it vulnerable to privacy changes. | Works with aggregated, privacy-compliant data. No cookies required. |
| Measures the path to conversion for individuals. | Measures the incremental impact of each channel on total business outcomes. |
| Prone to platform bias and double-counting. | Independent, de-duped modelling for unbiased results. |
| Best for tactical, short-term optimisation. | Best for strategic, long-term budget allocation and forecasting. |
In short: Attribution tells you what happened on the path to purchase. MMM tells you what’s driving business growth and what will happen if you invest differently.
In today’s market, speed and accuracy in measurement can mean the difference between growth and decline.
Mortar MMM gives you the clarity, foresight, and evidence you need to make smarter investment decisions and maximise your returns.
