MassTer

Marketing Mix Modeling Software

What is MassTer?
MassTer is a specialist software dedicated to Marketing Mix Modeling (MMM) that uncovers the sales drivers,
measures marketing effectiveness, and optimizes Media budget.
Models can be built manually or using the automated modeler to search for the best combination of variables
impacting the modeled KPI. The outcome of the marketing mix model will be then used to optimize media spend
and forecast the impact of future marketing and media plans.

MTA, CMM or MMM Tool? Who is it for?

The difference between MTA, CMM and MMM: MassTer is for any business
that wants to:
• Multi-Touch Attribution (MTA) is a disaggregated bottom-up
technique based on collecting, tracking, and analyzing customer- • Adopt data driven
level data. Digital Attribution relies on user events or “touch-points” marketing decision making.
such as clicks or impressions to draw the full customer journey.
• Measure Marketing and
• In a complex and increasingly cookieless world, we need Media effectiveness.
sophisticated measurement methods that observe data privacy and
provide granular results: Consumer Mix Modeling. Consumer Mix • Identify key business
Modeling or CMM is a unified measurement approach that could be drivers be it volume or
defined as the combination of MMM & MTA. CMM allows to revenue sales, web visits or
measure MROI at the level of predefined consumer targets. any other KPI and capture
the contribution of each
• Marketing Mix Modeling (MMM) is a top-down approach that deployed activity.
statistically estimates the impact of a set of attributes or explanatory
variables on a defined KPI (e.g., sales, footfall, turnover), at the • Define an optimal Marketing
aggregate level. MMM covers sales, digital and non-digital Media spend allocation, given
channels, other marketing and non-marketing variables capturing business constraints.
the full impact of the Marketing journey.
• Determine the optimal
MassTer is a specialist Marketing Mix Modeling (MMM) software that budget to reach a specific
helps users disentangle the impact of media and marketing activities on sales target.
business drivers, optimize Marketing spend and run What-if simulations
to measure the performance of multiple Marketing scenarios.

Typical Profile of MassTer User?

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 MassTer
Marketing Mix Modeling Software

How Does it Work?

MassTer guides you through an end-to-end MMM journey through its different integrated modules:
• Config: Group your variables based on their common characteristics (e.g., nature, expected
impact).
• Explore: Chart, explore, and statistically analyze your data across time and regions.
• Process: Create new variables using predefined processors to better capture consumer
responses (e.g., Lag, Decay, Diminishing Returns) or to model external factors (calendar
variables).
• Model: Build regression models both manually and automatically (Genetic Algorithms) using a
wide array of modeling techniques (Pooled Regression, Nested Modeling, Log-Linear) and flexibly
display the results across the different dimensions.
• Optimize: Optimize budgets based on the modelling results.
• Predict: Forecast the performance of different simulation scenarios.
• Report: Visualize saved charts and reports and link them dynamically to your models.
• Share: Connectivity with Excel to expose model results and reports.

Required Input:
• Time series data for the KPIs you want to model (e.g., Sales, Brand Tracking, Subscriptions…)
and the factors that may have an impact on the KPIs.
• Marketing-related data (e.g., Price, Promotions, Direct Marketing, Distribution…).
• Media-related data (Paid, Owned, and Earned Media).
• Competitors Activities (Media Spend, Price, Promotional activity…)
• External Factors (market trends, seasonality, economic…).
• Value of a single unit of the KPI, profit margin, and marketing spend.
• Media and marketing plans.

Marketing Mix Modeling (MMM) is a top-down approach that statistically estimates the impact of a set
of attributes or explanatory variables on a defined KPI (e.g., sales, footfall, turnover), at the aggregate
level. MMM covers sales, digital and non-digital Media channels, other marketing and non-marketing
variables capturing the full impact of the Marketing journey.

MassTer is a specialist Marketing Mix Modeling (MMM) software that helps users disentangle the
impact of media and marketing activities on business drivers, optimize Marketing spend and run
What-if simulations to measure the performance of multiple Marketing scenarios.

www.mass-analytics.com | +44 20 8123 2461 | © Copyright 2021 MASS ANALYTICS

 MassTer
Marketing Mix Modeling Software

Typical Output: What KPIs

MassTer provides 3 categories of output related to the 3 building blocks of
the MMM project namely: modeling, optimization, and
Could be
simulation/forecasting. Modeled with
• Modeling outputs: MassTer?
o AVM: Actual Vs. Model graph
o Sales drivers/ contribution graphs
 By variable List of KPIs that can be
 In % terms modelled with MassTer:
 By aggregation of variables, regions, and products (based on
user preferences) • Volume/ value sales
o Synergy effect
o Cross section analysis • Website visits/ online
o Model statistics sales/ subscriptions
o ROI analysis
o Period on period comparison (waterfall charts) • Renewals/ churns
o Reports that are Tableau-consumable • Turnover/ footfall/
• Optimization outputs:
o Response curves by channel and period transactions
o Optimal budget allocation • Brand tracking
o Optimal budget split by channel and period
o Incremental revenue split by channel and period • Any other KPI chosen
• Simulation / forecasting outputs: by the user
o Incremental returns of specific marketing plans
o Performance comparison of different plans

Data Transformations Available in MassTer

MassTer offers multiple data transformation options and covers pretty much all the data processing needed in
the context of an MMM project. Hence, the following predefined processors are available:
Calendar Variables Data Processing
Dummy Decay (AdStock)
Trend Lag/Lead
Window (step variables) Diminishing Returns
Intervals (a series of windows) Seasonality
Periodic Moving Average/ Median Filter
Window (Real Values)
Multiply/Multiply by scalar/Power
Divide/Divide by a Scalar
Adder/Weighted Sum
Splitter/Split Region
Edit
MinMax/Ratio
Log

The user can also choose to create a pipeline of processors for more sophisticated variables, e.g., TV
GRPAdStockDiminishing Returns

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 MassTer
Marketing Mix Modeling Software

Modeling Capabilities?
MassTer supports different advanced modeling capabilities:

• Multi-level analysis (or pooled /cross section regression), allows to:

o Capture the impact of activities that happened at the regional/store/DMA level.
o Increase the likelihood of measuring an activity.
o Increase the confidence in all measures.

• Multi-product analysis, allows to:

o Model multiple SKUs, products, brands…
o Compare impacts across the modelled sub-products.
o Aggregate and display results at the brand/category level.

• Nested modeling, allows to:

o Measure the direct and indirect impact of each sales driver, a handy feature particularly in the
context of reporting on offline & online channel interaction and multiple touchpoints.
o Handy attribution screen is available to report on the direct and indirect impacts.
o Multiple nesting level is available.

• Log-linear Modeling, allows to:

o Acknowledge the interaction of sales drivers.
o Measure the synergy between pairs of variables.
o Proprietary decomposition method proven to be superior to what is widely used by the MMM
industry.

• Connectivity to Rserve for coefficient estimation in R.

Modeling Granularity
MassTer allows a great deal of flexibility when it comes to modeling granularity and results display:

• Supports modeling at the daily, weekly, bi-weekly, monthly, quarterly, and annual level.
• Regional analysis is available, i.e., region by region estimation, measurement and results display.
• Multi product/SKU analysis.
• Regular model updates at a pace defined by the user.
• Detailed media analysis:
o e.g., the campaign, laydown, spot length, daypart etc. level
o Direct and Indirect impact of variables
o Synergy between pairs of factors

www.mass-analytics.com | +44 20 8123 2461 | © Copyright 2021 MASS ANALYTICS