Marketing Mix Model Report

Overview

The Marketing Mix Model report helps you understand how your marketing channels are associated with your main outcome metric. It gives you a clear view of which channels are pulling their weight, where the mix may be over- or under-invested, and how to focus your next round of spend.

Report Types & Settings

When you generate a report from a metric node, you can choose a report type:

• Key Metric Driver
• Marketing Mix Model (this report)
• Growth Loop

You can also tailor the summary:

• Audience: executive, mixed, or technical
• Depth: high-level or deep-dive
• Intent: analysis, strategy, or story

These settings shape the narrative, not the underlying model outputs.

When to Use This Report

Use the Marketing Mix Model report when you need to:

Focus Budget Where It Matters Most

• Problem: You are spending across multiple channels but are unsure what is moving results
• Solution: See which channels are most associated with your outcome so you can concentrate spend

Explain Marketing Impact

• Problem: Stakeholders want clarity on marketing value
• Solution: Get a clear, shareable summary of channel impact and overall fit

Balance the Channel Mix

• Problem: Some channels feel over- or under-invested
• Solution: Compare relative channel contributions and weights to rebalance the mix

Plan the Next Campaign Cycle

• Problem: You need to decide where to double down next
• Solution: Use channel rankings and summary insights to guide your next plan

What You Get

1. Model Fit Score

   • A single fit score that shows how well the report explains your outcome.

2. Channel Contribution Ranking

   • A ranked view of which channels contribute most to the outcome.

3. Channel Weights

   • Relative weights that indicate the strength of each channel’s relationship to the outcome.

4. Summary Insights

   • A written summary tailored to your chosen audience, depth, and intent, highlighting key takeaways and opportunities.

How to Create This Report

1. Add metrics to your board

   • Add your main outcome metric (e.g., Revenue, Conversions)
   • Add your marketing channel metrics (e.g., Paid Search Spend, Email Sends)

2. Connect your metrics

   • Draw connections from each channel metric to your outcome metric

3. Choose report type and settings

   • Select your outcome metric and click the “Report” button
   • Pick Marketing Mix Model
   • Set audience, depth, and intent to shape the summary

4. Generate the report

   • Click “Generate” and open the report from the success prompt

How to Use the Results

• Prioritize: Focus on the top-ranked channels when budget is tight
• Rebalance: Shift spend away from low-impact channels and toward stronger ones
• Align: Use the summary to communicate decisions across marketing and finance
• Repeat: Re-run monthly or quarterly to track how the mix changes over time

Notes & Limits

• Results are directional and reflect how channels move with your outcome, not guaranteed causation.
• Data quality and consistency matter; thin or noisy data can reduce usefulness.
• If there is not enough history, the report may not generate.