Multiple Media Modeling (MMM):
High-End Appliance

This premium countertop oven brand partnered with Blackbird PPC to enhance marketing efficiency as they expanded their presence across multiple platforms. Blackbird was brought on board to implement data-driven strategies that would not only streamline their budget allocation but also drive sustainable performance and ROI at scale.

+17%

Spend

+203%

ROAS

The Problem

Budget allocation became a complex challenge for our client, given their presence across 16 different channels They struggled to determine the optimal distribution of spend and ensure efficiency across such a broad and diverse platform landscape. Below is their total spend and revenue/ROAS before Blackbird PPC.

The Solution

To address the client’s budget allocation challenges, Blackbird PPC utilized Marketing Mix Modeling (MMM) to analyze historical data across all 16 channels. This allowed for a clear understanding of each channel’s contribution to revenue while accounting for diminishing returns and external factors such as seasonality and market trends.

Based on the MMM insights, budgets were reallocated from underperforming channels to high-performing ones, ensuring optimal efficiency. Below is our expected revenue based on the new allocation and a 17.4% increase in budget.

We found that spending on TV ads was not correlated with any significant increase in revenue. Using this insight, we reallocated that budget toward channels that drove more incremental revenue, such as Facebook prospecting and Google name brand, maximizing the overall efficiency and impact of the marketing investment.

Why we use Multimedia Mix Modeling

At Blackbird PPC, we rely on Marketing Mix Modeling (MMM) as a cornerstone of our strategy because it provides a holistic understanding of marketing performance. MMM evaluates the incremental contribution of every channel to overall revenue. This allows us to measure not just direct conversions but also the halo effects of certain channels—how one platform’s activity enhances the performance of others.

Additionally, MMM helps identify marginal returns, revealing where additional spend yields diminishing results, enabling us to optimize budgets without oversaturating any channel. By leveraging MMM, we ensure our clients achieve efficient, scalable, and sustainable growth across all platforms.

  • This type of analysis is quite complex, so implementing it requires collaboration with a data scientist experienced in media mix modeling or leveraging specialized marketing mix modeling software (This is where Blackbird PPC comes in).

  • The analysis requires at least two years of daily or weekly spend data across all paid initiatives and two years of daily or weekly revenue data from backend.

    • Optionally: two years of daily or weekly organic and contextual data

MMM Challenges

After the initial MMM is built, we validate it through holdouts and isolations, testing how changes in specific channels impact performance. This ensures the model accurately captures incremental value and guides precise budget decisions.

Get in touch if you’re curious about how to leverage MMM for your marketing campaigns!