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.
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