With MMM we use historical data to discover the incremental impact of your media channels to unlock your optimal media mix.

The calendar widget allows you to select a historical time period. For annual planning, you may want to select the last 12 months for the fullest performance view. However if your media mix has shifted significantly over the year, you may want to compare that to the most recent quarter to better understand any variances.

Once you select your time period, you can instantly see how your media investment drove incremental leads, CPA/ROAS, and percentage of media contribution.

The time series chart provides a birds eye view of the peaks and valleys of your seasonality alongside the evolution of your channel mix spend. Dive deeper into the media details by clicking on tactics and see the how spend and lead share is distributed. The solid line here illlustrates the reported volume over time and how close the modeled results were projected. This can give you a sense of forecasting accuracy by week which correlates with the Model Accuracy score in the top right.

The recommendations tab provides you detailed performance results for full transparency and context into why certain media tactics are recommended to increase or decrease in spend.

• Proven Performers are tactics with strong efficiency and higher than average spend share so you can have confidence scaling.
• Emerging Contributors are tactics with strong efficiency where budgets have historically been light, thus testing incremental investments are promising.
• Poor Performers have delivered inefficiently and can be considered for budget reductions.