Is Marketing Mix Modelling the future of B2B analytics? – Mark Stouse

Every marketing team wants attribution. But weirdly, it’s often not that satisfying when they actually get it.

I led many multi-touch attribution projects as a consultant, and we got really good at implementing tools, creating taxonomies, and making sure that data was clean.

But I found that when you actually showed these reports to a C-level executive, it was usually kind of underwhelming. The data didn’t always pass the common sense test.

Today’s guest thinks there’s a better way — Marketing Mix Modelling. It’s basically the application of mathematical techniques to model relationships between different variables.

However, technology now enables it to happen faster and more cost-effectively than ever before.

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*About Today’s Guest*

Mark Stouse is CEO of ProofAnalytics.AI. With over 26 years of experience in marketing communications and strategy, he has a passion for transforming GTM performance with data-driven insights and agile decision making. Prior to founding Proof, Mark was CMO at Honeywell Aerospace, CCO at BMC Software, and a marketing leader at Hewlett Packard Enterprise.

https://www.linkedin.com/in/markstouse/

*Key Topics*

[00:00] – Introduction
[01:15] – Clarifying the acronym “MMM”
[02:39] – Mark’s background and how he founded Proof Analytics
[07:57] – Limitations of multi-touch attribution (“MTA”)
[14:16] – How MMM avoids the shortcomings of MTA
[16:42] – The Fischer Price definition of MMM
[19:56] – Demand vs. brand investments and their impact
[24:09] – A/B vs. multivariate regression
[25:21] – MMM is aggregate modelling, no reliance on PII
[27:12] – Simple explanation of multi-variate regression
[30:29] – Incorporating third-party data sources
[31:48] – Historical ROI vs. forecasted ROI
[32:52] – Is MMM just for enterprise?
[34:51] – Marketing as a non-linear multiplier
[38:02] – Getting started with MMM
[41:18] – Updating models to include new data sources
[42:07] – Competition in the marketing analytics space
[44:41] – B2C marketing is more advanced in usage of multi-variate regression