There have been many recent posts from various suppliers about the “best” approach to MMM (Marketing Mix Modeling), I’m sure many clients are wondering: Which one is actually right?
The truth is — there isn’t one single “right” approach.
The more important first question is “Do I have sufficient data and resources to support a MMM project?”
And, MMM shouldn’t always be considered the “default” solution, e.g., a Attribution or incrementality analysis might be more appropriate, which we will discuss in a future Blog)
There is a right way to frame your RFP so you can identify the partner and methodology that best fit your organization’s needs.
Here’s a simple checklist you can use when planning or sending out your next MMM RFP:
✅ 1. Clarity around Objectives:
What key business questions do you need answered — a general sense of ROI by channel, creative effectiveness, optimizing how much you spend in each channel, or forecasting? You need to ensure alignment across key internal stakeholders in brand marketing, media, finance and senior leadership.
And, if you’re currently engaged in MMM, what are you not getting today that you’d like to get?
✅ 2. Data scope:
Which data sources are you providing (media, sales, pricing, promotions, macro factors)? What do you expect the supplier to provide?
You should have a minimum of 2-3 years of historical data at the weekly level (note if there was a media agency change recently, can the historical data still be accessed?)
Do you have ample resources to allocate at least initially to ensure the initial set up is done right?
What is the supplier’s tech stack? Are they leveraging connectors and AI/ML to create efficiencies in the data ingestion process all the way through to reporting?
Is the ad agency prepared and able to pitch in – or are they under-resourced for analytics?
✅ 3. Cadence & refresh:
How often do you need the model updated — annually, quarterly, or monthly? This should be based on the timing of when your organization can actually make decisions. What is your tolerance for 80/20 results at a monthly level?
✅ 4. Granularity of insights:
Do you need results by channel, campaign, geography, or audience segment? Or, is speed to insights critical and therefore are you willing to trade-off granularity by using aggregate models?
✅ 5. Integration with other analytics:
What other KPIs are available internally that could be integrated with MMM, e.g., MTA, brand tracking, or test-and-learn programs?
✅ 6. Transparency & methodology:
What level of model transparency do you expect?
How important is explainability vs. pure predictive accuracy?
Before anything, getting the baseline calculation right is critical.
✅ 7. Team experience & partnership fit:
Does the supplier bring experience in your category and a collaborative approach to knowledge transfer?
How flexible will your partner be, e.g., needs change over time so will they go above and beyond and not just “follow the contract verbatim”
✅ 8. Deliverables & activation:
What outputs matter most — dashboards, simulators, budget optimizers, executive summaries?
What type of servicing do you require? Self-serve platform, white glove, DIWM, DIFM
✅ 9. Change management & adoption:
How will insights be embedded into planning, and who will own decisions going forward?
✅ 10. Future-proofing:
Can the solution evolve with your organization’s needs, data, and tech stack? Do you anticipate moving technology in-house?
Rather than asking, “Which MMM vendor is best?”
Ask, “Which one best fits within our culture and with the way we make decisions and how we need to grow our business?”
That’s the real differentiator.
💡 At in4mation insights, we’ve helped dozens of brands use RFPs as an opportunity to sharpen their own strategy — not just pick a vendor.
If you would like to learn more, please contact us.
