Things We Do for Love...and ROI
Media mix modeling is a lot like dating. You want to find the perfect match—the channel that understands you, the campaign that sparks joy, and the data that just clicks. But let’s face it, the road to true love (or the perfect media strategy) isn’t always smooth.
Here are some parallels between dating and MMM that’ll make you laugh, cry, and maybe even swipe right:
1. It’s Complicated
Just like a budding romance, MMM involves layers of complexity. Is TV giving you those long-term warm fuzzies, or is paid search just love-bombing you with short-term conversions? Only a good model can untangle who’s truly putting in the effort.
2. Attribution Anxiety
You sent flowers (in other words, spent money on social ads), planned a fancy dinner (invested in a high-impact TV spot), but did they fall for you because of the heartfelt message (retargeting)? MMM digs deep into these “what worked?” moments so you’re not left wondering if it was really the flowers.
3. Ghosting Channels
You tried Pinterest. You tried podcasts. But they just didn’t vibe with your audience. Media mix modeling helps you figure out when to let go of a channel that’s ghosting your ROI and focus on the ones that are truly invested in your success.
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4. The Honeymoon Phase
When TikTok took off, everyone thought they’d found “the one.” But MMM reminds you to keep your expectations grounded—honeymoon metrics can be deceiving. The real question is: are they delivering long-term value, or just a short-lived fling?
5. Finding "The One" (Or Ones)
Love is rarely about just one person (or channel). MMM helps you craft the perfect polyamorous relationship with your marketing mix. A little paid search, a dash of social, and a sprinkle of TV—together, they create the perfect partnership.
6. Commitment Is Key
Just like a good relationship, MMM requires commitment—regular updates, tweaking strategies, and open communication with your data. No ghosting your model after one campaign run!
So, Why Do We Do It?
Because just like love, we believe in the power of connection. Media mix modeling isn’t just about numbers; it’s about building relationships between channels, customers, and ROI. The things we do for love—and better marketing—are always worth it in the end.