The sMMMarter way to optimise your marketing spend

Stop me if this sounds familiar: You’ve allocated your marketing budget across multiple channels, but you’re still not sure which ones are pulling their weight. You’ve looked at the reports, but they don’t paint a clear picture of what needs to change to finally move the needle on conversions or sales. That’s where sMMMart AI comes in.

What is sMMMart AI?

At its core, sMMMart AI is a next-generation marketing optimization tool built in the Google Cloud Platform and on the foundation of Marketing Mix Modelling.

Marketing Mix Modelling is a well-established method used by marketers to measure the effectiveness of their campaigns across different channels. It looks at factors like media spend, pricing, promotions, and external influences (such as seasonality or market trends) to understand how each contributes to key outcomes like sales or conversions. In other words, MMM gives you a broad view of what's driving your marketing results.

sMMMart AI isn’t just another econometric model that's slow to adapt to frequent market shifts. It's a fully automated, continuous Bayesian modeling system that delivers results as often as weekly. The Bayesian approach offers an advantage over the traditional frequentist method by updating the probability of a hypothesis as new data becomes available. By combining prior knowledge with observed evidence, it enhances the accuracy of predictions and ultimately leads to better business decisions.

By collecting data using proprietary connectors, building models with Google’s lightweight_mmm library, and visualizing data in Looker Studio, sMMMart AI is a fully automated, multi-level system for optimizing your marketing.

sMMMart AI - From seamless data ingestion and AI-driven processing to interactive visualizations

Why traditional MMM falls short

While traditional MMM can offer valuable insights into how different marketing channels and factors impact overall business performance, it falls short in several key areas—particularly when compared to an AI-driven solution like sMMMart AI.

Here’s a look at where traditional methods struggle and how sMMMart AI can deliver better results:

How sMMMart AI simplifies decision-making?

One of the biggest challenges marketers face is navigating the complexity of modern multi-channel campaigns. With numerous platforms, ever-evolving consumer behaviors, and data pouring in from all directions, it can be overwhelming to figure out which marketing efforts are truly driving results. sMMMart AI greatly simplifies decision-making at every level.

Precise optimization with a holistic view of all media

sMMMart AI provides far deeper insights into the performance of marketing channels than traditional last-click models, which often overestimate the contribution of the final conversion channel while ignoring the impact of supporting channels. Last-click models fail to capture the subtle relationships and synergies between different touchpoints in the customer journey. sMMMart AI overcomes this limitation by analyzing the entire marketing ecosystem, and identifying how each channel contributes to the overall success of a campaign. This holistic approach enables precise optimization, ensuring that every channel's true value is accurately measured and leveraged.

Adaptability to your media planning cycles

The marketing landscape changes quickly, and so do your media planning strategies. By the time traditional MMM is prepared and analyzed, market conditions may have already shifted. sMMMart AI continuously processes new data and adjusts its insights accordingly, allowing you to align your marketing budget adjustments with data-driven insights as often as every week.

Precision even with highly granular data

One of the key advantages of sMMMart AI is its high level of data granularity, made possible by leveraging a Bayesian approach combined with our proprietary algorithm. The Bayesian framework allows us to incorporate prior knowledge about the specific behaviour of different marketing channels into our modelling through a priori distributions. This enables us to deliver highly precise results, drilling down to the level of individual ad creatives. As a result, sMMMart AI not only excels in supporting strategic planning but also empowers tactical decision-making by focusing on the finest details of your campaign parameters.

Resilience to changing data privacy regulations

With consumer privacy regulations becoming increasingly stringent, collecting detailed data on user behaviour is becoming more restricted, impacting traditional cookie-based reporting. However, econometric modelling offers a resilient alternative that doesn’t rely on tracking individual user behaviour. By using advanced statistical methods, econometric models can identify the relationships between marketing spend and conversions or sales based on aggregated data. This means that even as data privacy laws evolve, sMMMart AI remains a powerful tool for gaining actionable insights without needing granular user tracking, ensuring compliance and continued optimisation.

Scenario planning

sMMMart AI doesn’t just help you analyse past performance, it also allows you to forecast future outcomes through scenario planning. You can simulate different budget allocation strategies and predict how they will impact key metrics like sales, conversions, or ROI. This forecasting capability is a game changer for marketers who need to optimise spend across multiple channels. Rather than trial and error, you can preemptively identify the strategies that will yield the best returns, saving time and resources.

Conclusion

In conclusion, sMMMart AI offers the cutting-edge solution you need to take control of your marketing spend and drive better results. By leveraging the power of AI, it gives you close to real-time insights, predictive analytics, and the ability to confidently make data-driven decisions. The future of marketing is here, and now is the time to embrace it. Ready to optimize your marketing strategy? Contact us today for a free consultation and see how sMMMart AI can transform your business.

Getting started with sMMMart AI

Getting started with sMMMart AI in a few steps:

1. Contact us
   Please send us an email at: hello@salestube.tech

2. Free Consultation
   We’ll provide a free consultation where we analyze whether sMMMart AI is the right solution for your business challenges.

3. Workshops
   During workshops with our data science team, we will define your business needs and propose a tailored smart solution.

4. sMMMart AI implementation
   Implementing sMMMart AI for your business will take a few weeks, but the results will be well worth it! 😉

5. Training
   After implementation, we offer training sessions to help you and your team get the most out of the tool.

6. Fully On Board
   Now, you and your media planning team are fully equipped to optimize your marketing activities effectively.