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New insight launches

Location Matters For MMM

Important new insight from JCDecaux UK and Nielsen shows for the first time the crucial role that postcode-level data plays in proving the ROI of  Out-of-Home.

What is MMM (Marketing Mix Modelling)?

Identifies driversof sales (both marketing and non-marketing)
Quantifies media performanceAnd helps the ROI and effectiveness of marketing activities
Helps plan and optimisefuture media spend
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Why does OOH struggle in MMM?

Variability If input data does not vary over time or geography, then it may not correlate well with sales.
Size of investment and executionSmall investments per year can be difficult to read
CollinearityOOH is great at priming other media channels; however, models find it difficult to separate the effect of each medium, instead a total impact is measured
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How to improve measurement?

 

The OOH JIC Route already collects impressions on a geographic or temporal level. This granular data is yet to be fully utilised within MMM.

We put this to the test