🧢 Coach T's Recap
Marketing Mix Models help you understand which marketing activities are actually driving results, and brand health data makes them significantly more powerful. Tracksuit's continuous brand tracking gives MMM platforms the longitudinal data they need to connect brand investment to commercial outcomes.
What is a Marketing Mix Model?
Marketing Mix Modelling (MMM) is a statistical technique that helps businesses understand which marketing activities are driving growth.
MMM platforms analyse a wide range of historical data, including media spend, pricing, promotions, and seasonality, and use statistical methods to separate out the effect of each factor on business performance.
Put simply, an MMM helps you answer three big questions:
What marketing activities are actually driving growth?
Which channels are over or under-performing?
How should I allocate budget to get the best return?
Why does brand health data matter in an MMM?
Performance marketing has always been easier to measure, meanwhile, brand marketers have struggled to prove the financial impact of brand investment. You can see improvements in brand metrics, but connecting those movements to commercial outcomes like revenue or demand has been the hard part. This is where MMMs and brand tracking work together.
When brand health data is included in an MMM, it allows the model to quantify how changes in metrics like awareness and consideration influence baseline sales over time. That means you can:
Show the commercial impact of brand investment: demonstrating how improvements in awareness and consideration influence sales
Separate short-term activation from long-term brand effects: giving a more complete picture of marketing ROI
Understand how brand equity contributes to sustained demand: not just individual campaign performance
Build a credible case for brand investment: with evidence that finance teams and senior leadership can get behind
How does Tracksuit data work with MMMs?
Many brands using MMMs either don't have brand tracking in place, or use a provider that can't deliver data at the frequency or granularity that modelling requires.
Tracksuit's continuous, always-on brand tracking fills this gap. Because we collect data on an ongoing basis (rather than through one-off studies), MMM platforms can:
Incorporate continuous brand health signals into their models
Analyse how brand strength evolves over time, giving the model richer context
Quantify the impact of brand equity on baseline sales
How do I share my Tracksuit data with an MMM platform?
There are two ways to get your Tracksuit data into an MMM:
1. API Integration (recommended)
Your brand health data is automatically pulled into the MMM platform via Tracksuit’s API. Once it's set up, no manual work is needed: this is the easiest and most reliable method. Find out more about our API.
2. Manual export
You can also export your brand health data from Tracksuit and share it directly with your MMM provider. Head to our guide on How do I download or export my Tracksuit data? for step-by-step instructions.
What data do MMM platforms typically need?
To effectively connect brand health to commercial outcomes, most MMM platforms need:
At least 24 months of historical data: the more historic data available, the stronger the model
Key funnel metrics: awareness, consideration, and unprompted awareness are the most commonly used
Regular data points: monthly brand health metrics are considered best practice for modelling, though some platforms work with rolling averages
Find out more
Interested in connecting Tracksuit with an MMM? We're actively building partnerships with leading MMM platforms. Talk to your Brand Champion to find out what's available in your region.