How Is Your Marketing Truly Performing?

We use Marketing Mix Modeling (MMM), a data-driven method to assess the impact of various marketing activities and channels on a your company's overall performance.

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External Audit of Marketing Performance Through Marketing Mix Modeling

Discover how the team at Grayhawk Digital can help you enhance your marketing agility, resilience, and growth. Grayhawk Digital's MMM involves performing a statistical analysis using multiple linear regression to highlight the relationship between sales or conversions and ad spend. We take historical aggregated data, typically two to three years’ worth, from marketing and non-marketing sources to identify precisely what causes sales. Our Marketing Mixed Modeling provides a more holistic picture of the connection between marketing and sales performance, which can help inform strategic long-term planning. Showing which channels are working and which ones aren’t allows your business to refine your strategies and deliver better outcomes from campaigns. We seek to empower your marketing team or agency by utilizing data science methodologies and models that they can incorporate into marketing strategies to enhance performance.

BASE & SALES

We measure sales volume on both a base and incremental basis. Incremental sales are those in which marketing plays a role. Base sales are influenced by non-marketing-related factors such as seasonality, pricing, and branding.

PRICING & PACE

A challenge marketers face is knowing when to adjust pricing, since any change up or down could critically impact sales, positively or negatively. Our MMM is useful here because it can help you pinpoint the impacts of price change strategies, allowing you to better understand the relationship between price changes at key moments for your brand.

NEW PRODUCT LAUNCHES

Our MMM can differentiate the sales lift generated by the new product's marketing campaigns from the baseline sales, seasonal effects, and the impact of marketing activities for existing products. By combining the estimated incremental sales with the total investment in the new product launch (including marketing, distribution, and initial production costs), MMM enables a more accurate calculation of the Return on Investment (ROI) for the new product.

MEDIA & ADS

We incorporating data into our MMM from media and ad buys that can result in valuable comparisons of ad platforms and the impact of your ads.

DISTRIBUTION

Using distribution data gathered over the years in our Media Mix Modeling is incredibly valuable for your companies’ forward planning & forecasting.

95% of both B2C and B2B executives say they believe their customers are changing faster than they can adjust their marketing strategies.

Businesses today need to take a holistic outlook that allows them to see customers in their full lives and adapt to their ever-changing needs and priorities with robust marketing initiatives.

We see, we solve, we simplify, and we work with businesses in various industries and of all sizes. We will create growth through relevance for our clients.

As external auditors leveraging Marketing Mix Modeling (MMM), we offer businesses a robust and objective analysis of their marketing performance in today's rapidly evolving technological landscape. Our enterprise-class MMM audit provides a comprehensive, data-driven evaluation of your marketing investments and their resulting impact on key business outcomes. This integrated analytical approach moves beyond traditional assessments, offering a clear understanding of marketing effectiveness across all operational phases. By quantifying the contribution of individual marketing activities and channels, we identify areas for optimization and enhanced efficiency, ultimately maximizing the value derived from your marketing expenditures and providing actionable insights to strengthen your overall organizational performance.

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