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Always-on marketing mix models to measure real ROI and scale media spends with confidence.
See All Your Spends In One Place
Estimate True ROI Of Every Channel
Run Simulations Before Changing Budgets
BUILT UPON OPEN-SOURCE STANDARDS & MODERN DATA STACKS
Python
SciPy
xarray
Arviz
PyMC
Google Meridian
BigQuery
Platform attribution takes credit for all sales following ad exposure, even if they would have occurred anyway. Marketing Mix Modelling (MMM) is the industry standard technique for measuring true channel ROI and deriving optimal budget allocations.
Eliminate siloed ad reporting. Consolidate the entire marketing mix into a single, standardised source of truth.
| Channel | Spend | Impressions | Clicks |
|---|---|---|---|
| Paid Search | $500,000 | 10,000,000 | 250,000 |
| Paid Social | $250,000 | 5,000,000 | 100,000 |
| Organic Search | $0 | 20,000,000 | 500,000 |
| TV | $200,000 | 15,000,000 | 0 |
| Total | $950,000 | 50,000,000 | 850,000 |
Platform dashboards take credit for conversions that would have occurred anyway. MMM estimates true (incremental) conversions because of ad exposure.
| Channel | Attr. Conversions | Incr. Conversions |
|---|---|---|
| Paid Search | 1,750 | 1,000 |
| Paid Social | 1,000 | 1,250 |
| Organic Search | 2,500 | 1,250 |
| TV | 0 | 1,500 |
| Total | 5,250 | 5,750 |
Advertising channels yield diminishing returns as spend is scaled. MMM pinpoints where higher spend ceases to drive new sales.
Channel Saturation Curve: Meta Ads
MMM features mathematical budget optimisers that reveal the exact budget allocation to maximise returns.
| Channel | Current Spend | Change in Spend |
|---|---|---|
| Paid Search | $500,000 | -$100,000 |
| Paid Social | $250,000 | +$25,000 |
| Organic Search | $0 | $0 |
| TV | $200,000 | +$75,000 |
| Total | $950,000 | $0 (Net Shift) |
MMM disentangles true media impact from non-media drivers such as discounts, competitor activity, seasonal shifts, etc.
| Driver | Value | Contribution |
|---|---|---|
| Discount | 10% | +500 |
| Event | Black Friday | +200 |
| Competitor Spend | $600,000 | -300 |
| Net Contribution | — | +400 |
Never defend proprietary black-box algorithms to skeptical CFOs. We build on battle-tested Bayesian open-source libraries (like PyMC Marketing and Google Meridian), offering reproducible methodology & model transparency.
Automate data ingestion across ad platforms, data warehouses, and business systems. Eliminate manual spreadsheets with 325+ pre-built connectors that continuously sync spend, performance metrics, and organic drivers.
Monthly and quarterly MMMs arrive too late to protect campaign ROAS. Decibels AI automates continuous data ingestion and runs weekly inference. Your media buyers can make tactical adjustments while campaigns are actively pacing.
No need to hire $200k in-house statisticians before adopting MMM. Our data science experts review model convergence, set custom causal graphs, assist in lift-test calibration, and join presentations whenever you need heavy-hitting scientific backup.
Consumer habits evolve, ad creative fatigues, and macroeconomic conditions change. While weekly inference tracks operational pacing, comprehensive quarterly model training recalibrates underlying structural transformations, adstock half-lives, and seasonality harmonics.
Future-proof your measurement against iOS privacy updates, ad blockers, and third-party cookie deprecation. We model aggregated channel trends with cookieless measurement, eliminating compliance friction while capturing 100% of conversion signal.
Decibels AI automates data pipelines and streamlines modelling to deliver a continuous measurement engine in under a month.
Ingest weekly channel spend, revenue, and external factors (seasonality, economic indicators) through warehouse connectors or automated templates.
Incorporate domain experience and recent geo-lift experiment outcomes to train the model with help from our data science team.
Markov Chain Monte Carlo engines run weekly inference, updating channel saturation curves, adstock carryover rates, and marginal ROAS thresholds.
Share interactive scenario dashboards with stakeholders. Base your media strategy on scientific, mathematically sound forecasts.
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