Introduction to MixModeler

Welcome to MixModeler

MixModeler is a comprehensive, privacy-first Marketing Mix Modeling (MMM) platform that enables marketers and analysts to build sophisticated attribution models without coding. Our platform combines the statistical rigor of traditional econometric modeling with the accessibility of modern no-code interfaces.

What Makes MixModeler Different?

Privacy-First Architecture

  • Your data never leaves your device - all processing happens locally in your browser

  • No cloud storage of sensitive marketing data

  • Perfect for enterprises with strict data governance policies

  • Complete control over your information

Professional-Grade Analytics

  • Both Bayesian and OLS (Frequentist) modeling approaches

  • Advanced saturation curves and adstock transformations

  • Comprehensive diagnostic testing suite

  • Full uncertainty quantification with Bayesian methods

No-Code Accessibility

  • Build complex MMM models through intuitive point-and-click interface

  • Real-time preview of model changes before applying

  • Interactive visualizations and charts

  • Excel integration for seamless data import/export

Enterprise Features at Accessible Pricing

  • 95% less expensive than traditional MMM solutions

  • Granger causality testing for variable validation

  • Multicollinearity detection (VIF analysis)

  • MCMC convergence diagnostics for Bayesian models

  • Comprehensive model comparison tools

What is Marketing Mix Modeling?

Marketing Mix Modeling (MMM) is a statistical analysis technique that quantifies the impact of various marketing activities on business outcomes like sales, revenue, or conversions. Unlike digital attribution which relies on cookies and user tracking, MMM uses aggregate time-series data to understand marketing effectiveness.

Key Questions MMM Answers

Attribution & Impact

  • Which marketing channels drive the most incremental sales?

  • What's the true contribution of each channel to business results?

  • How do different channels work together (synergy effects)?

Optimization & Planning

  • How should I allocate my marketing budget across channels?

  • What happens if I increase/decrease spend on specific channels?

  • Which channels show diminishing returns at current spend levels?

ROI & Performance

  • What's the return on investment for each marketing activity?

  • Which channels are most cost-effective?

  • How does marketing performance vary over time?

Why MMM Matters Now More Than Ever

Privacy Regulations

  • GDPR, CCPA, and other privacy laws limit tracking-based attribution

  • Third-party cookie deprecation makes digital attribution unreliable

  • MMM works with aggregate data - no personal information needed

Complete Marketing View

  • Measures ALL channels including TV, radio, print, outdoor, sponsorships

  • Captures online AND offline marketing impact

  • Includes factors like seasonality, pricing, competitor activity

Strategic Decision Making

  • Provides forward-looking insights for budget planning

  • Enables scenario analysis ("what-if" testing)

  • Supports data-driven marketing strategy

Core Capabilities

Data Management

Flexible Import & Processing

  • Excel file import with automatic data validation

  • Support for .xlsx, .xls, and .CSV formats

  • Data quality checks and preprocessing tools

  • Handle weekly, monthly, or custom time periods

  • Subscription-based limits: Free (20 vars), Professional (500 vars), Business (unlimited)

Variable Engineering

Transform Your Data

  • Lead/Lag variables: Capture delayed effects

  • Saturation curves: Model diminishing returns (S-shape and concave)

  • Adstock transformation: Represent carryover effects (20-90% decay)

  • Weighted combinations: Create composite metrics

  • AVO (Average Value Optimization): Smooth volatile data

  • Date splitting: Isolate campaign or seasonal periods

Model Building

Flexible Modeling Approaches

  • OLS (Ordinary Least Squares): Fast, deterministic point estimates

  • Bayesian inference: Full uncertainty quantification with credible intervals

  • Prior configuration: Incorporate business knowledge into Bayesian models

  • Multiple model comparison: Test different variable combinations

  • Real-time coefficient updates: See changes immediately

Advanced Testing

Validate Your Models

  • Variable testing: Pre-screen variables before adding to models

  • Granger causality: Test if marketing truly predicts KPI changes

  • Multicollinearity detection: Identify correlated variables (VIF scores)

  • Stationarity tests: Ensure data is suitable for MMM analysis

  • Optimal adstock rates: Find best carryover parameters for each channel

Diagnostic Analysis

Ensure Model Quality

  • Residual normality tests: Jarque-Bera, Shapiro-Wilk

  • Autocorrelation detection: Durbin-Watson, Ljung-Box tests

  • Heteroscedasticity tests: Breusch-Pagan, White tests

  • Influential points analysis: Cook's Distance, leverage metrics

  • Model fit metrics: R-squared, Adjusted R-squared, AIC, BIC

  • Bayesian diagnostics: R-hat, effective sample size, divergences

Decomposition & Insights

Understand Channel Contributions

  • Group-based decomposition: Organize channels by business function

  • Time-series contribution: See how each channel performs over time

  • Variable-level drilldown: Analyze individual variables within groups

  • OLS and Bayesian decomposition: Point estimates or uncertainty ranges

  • Visual attribution: Interactive stacked charts with customizable colors

Visualization & Reporting

Share Results

  • Interactive charts: time series, scatter plots, correlation heatmaps

  • Publication-ready visualizations

  • Excel export with complete model details, coefficients, and decomposition

  • PDF diagnostic reports for stakeholder sharing

  • Customizable contribution group colors

Who Should Use MixModeler?

Marketing Analysts

Build Professional Attribution Models

  • Optimize marketing spend allocation across channels

  • Validate channel performance with statistical rigor

  • Create data-driven budget recommendations

  • Generate executive-ready reports and visualizations

Data Scientists

Leverage Advanced Methods

  • Access both Bayesian and Frequentist approaches

  • Configure priors and MCMC settings for Bayesian models

  • Run comprehensive diagnostic tests

  • Handle complex variable transformations and interactions

  • Work with large datasets (up to unlimited variables on Business plan)

Marketing Managers

Get Actionable Insights Without Technical Expertise

  • No coding or statistics PhD required

  • Understand which channels drive results

  • Make data-informed budget allocation decisions

  • Justify marketing investments to leadership

  • Track performance over time

Consultants & Agencies

Deliver Professional MMM Analysis

  • Serve multiple clients efficiently

  • Provide comprehensive reporting and documentation

  • Maintain data privacy for sensitive client information

  • Create reproducible analysis workflows

  • Export results for client presentations

Getting Started

Ready to build your first Marketing Mix Model? Here's your roadmap:

1. Prepare Your Data

Gather time-series data with your KPI and marketing activities (minimum 26 weeks, 52+ recommended)

2. Create Account

Sign up for MixModeler and choose your subscription plan based on dataset size

3. Upload Data

Import your Excel file following our data format requirements

4. Build Models

Follow our guided workflow to create your first MMM model

5. Analyze Results

Run diagnostics, decomposition, and extract actionable insights

Platform Architecture

Privacy-First Processing

All computation happens in your browser:

  • Data never transmitted to servers

  • No cloud storage or external databases

  • Processing powered by WebAssembly (WASM) and optional GPU acceleration

  • Suitable for highly sensitive marketing data

Performance Features

Fast, Modern Technology Stack:

  • GPU acceleration for large datasets (if available)

  • WASM processing for browser-based computation

  • React-based responsive interface

  • Real-time model updates and previews

Security & Compliance

Enterprise-Grade Data Protection:

  • On-device processing eliminates data transfer risks

  • No cookies or tracking of user behavior

  • GDPR and CCPA compliant by design

  • Ideal for regulated industries (finance, healthcare, etc.)

Next Steps

Explore the detailed guides to master MixModeler:

  • Quick Start Guide: Build your first model in 15 minutes

  • Data Upload & Formats: Prepare your data correctly

  • Core MMM Theory: Understand the methodology

  • Variable Engineering: Transform variables for optimal performance

  • Model Building: Create and refine your models

  • Decomposition Analysis: Extract actionable insights

Let's dive into the core methodology that powers MixModeler's advanced analytics capabilities.

NextWhat is Marketing Mix Modeling?

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