Improve return on marketing spend by 20 percent or more in 12 weeks, guaranteed.

For founders spending more than £1m a year on marketing but reliant on attribution to measure impact.

See how MMM can unlock over 70% improvement in marketing return by right-sizing spend to maximise growth.

15 years’ experience with brands including

LVMH Moët & Chandon Hennessy Jean Paul Gaultier Rabanne Charlotte Tilbury Nivea Eucerin Heineken Guinness Smirnoff
01 The Problem Why attribution hits a ceiling

5 ways attribution may be holding back your growth.

  • Can’t track non‑clickable ads. TV, OOH, audio, CTV, social impressions — invisible.
  • Bias to bottom‑funnel channels. Search and remarketing steal credit from upper‑funnel work.
  • Complicated to track and split contribution. Pixels break. Cookies expire. Platforms disagree.
  • Counts sales that would happen anyway. Organic demand gets invoiced as paid conversion.
  • Doesn’t consider external factors. Seasonality, pricing, competition, weather — off the record.
02 The Answer Marketing Mix Modelling

MMM shows where to invest to grow profitably.

MMM is not right for everyone. It is not a silver bullet, but done effectively, it will show you the levers for growth.

Matt Rix Founder, Hanya
  • Full view of business performance. All marketing, business and external factors.
  • Quantify brand-building impact. Top-funnel activity, evaluated.
  • Utilising existing data sets. Not reliant on external ad tech.
  • What‑if, before you spend. Create data-driven future scenarios.
  • Incremental return per pound. True view of additional impact.
03 The Programme 12 weeks, end-to-end

The end‑to‑end MMM programme.

Backed by the 20:12 Guarantee.

A full-service solution designed from the ground up to make sure you are successful with MMM. The 20:12 Guarantee promises a 20% return-on-investment improvement within 12 weeks.

  1. Step 01

    Set for Success

    Pre-engagement

    Strategic Objective Setting. First step is for us to take the time to understand your business, what you’re trying to achieve and agree what success looks like.

    Dynamic Data Mapping. Many businesses have data in different places across the org. Our dynamic mapping helps you identify and codify them into one place.

  2. Step 02

    Effortless Onboarding

    Weeks 1–2

    Data onboarding. This is where most processes break down. Traditionally very slow and laborious, we use our proprietary AI tech to automate this step, which otherwise consumes up to 80% of the budget.

    Data, Your Way. Provide your data in its existing format via any means that suits you, including email, Slack or online portal. Our goal is to make everything as easy as possible for you.

  3. Step 03

    Agile Insight Cascade

    Weeks 3–8

    Glass Box modelling. Most vendors disappear into a black box for months. We involve you in the journey, sharing insights as they become available and being transparent in our choices.

    No Rework Commitment. One of the biggest frustrations we hear is that vendors begin modelling, find gaps, and the process has to restart. Once our modelling starts, we will never ask to begin again.

  4. Step 04

    Growth Blueprint

    Weeks 9–12

    Growth Blueprint. A jargon-free document that outlines every key insight and a list of priority actions with a step-by-step implementation guide.

    Living & Breathing Deliverable. A dynamic online platform that allows endless customisation of your insights.

  5. Bonus

    Always-on Analyst

    Included free

    We are always on hand to answer your questions long after the engagement is over. To make this even easier, we give you a fully bespoke LLM trained only on your data, so you can ask questions of your model whenever and wherever you want.

  6. Bonus

    What Good Looks Like Pack

    Included free

    Want to know how you stack up against your competitors? A consolidated file of the latest publicly available information on how your vertical is performing, so you can see how your business compares and where the opportunities lie.

03+ The Impact What MMM unlocks over 3 years

Realistic impact of MMM.

Picture a brand on £15m today. Three years on, MMM has typically taken them to £26m. The extra £11m comes from moving spend off the channels that don’t earn it, onto the ones that do.

Realistic Impact of MMM — revenue waterfall Waterfall chart showing revenue progression for a £15 million baseline brand: starting at £15 million, plus £3 million from Efficiency, plus £4.5 million from Scale, plus £3.5 million from Growth, ending at £26 million Return in Year 3 — an £11 million total uplift. £15m Existing +£3m Efficiency +£4.5m Scale +£3.5m Growth £26m Return (Y3)
Illustrative figures based on a £15m baseline and typical MMM uplift ranges.
View chart data as a table
Revenue progression with MMM, baseline £15m
StageChangeRunning total
Existing£15m
+ Efficiency+£3m£18m
+ Scale+£4.5m£22.5m
+ Growth+£3.5m£26m
Return (Year 3)+£11m total uplift£26m
£11 million
Potential incremental revenue from deploying MMM optimisations.
+70%
Improvement in return over 3 years.
+40%
Increase in ROI.

20:12 Guarantee

20% ROI improvement in 12 weeks. Or your money back.

If we cannot find a 20% ROI improvement in 12 weeks, we refund you in full.

We offer this because we are confident in the work. If your marketing is already perfect then you do not need our help, and your good will is worth more to us than your money.

04 Pricing Three ways to work with us

Pick your plan.

  • 4 places total

    Partnership Plan

    For founders who want full-year support.

    Partnership Plan, £150,000 per year.

    2× Onboarding modules
    £50,000
    2× Insight modules unlimited refreshes for 12 months
    Included usually £25,000 each
    2 bonus modules
    Free

    20:12 Guarantee *applies to first build only

    Talk to us about Partnership
  • Limited availability

    Flexi Plan

    On-demand service for founders unable to commit.

    Flexi Plan, from £80,000 for the first build.

    2× Onboarding modules
    £50,000
    2× Insight modules
    £30,000 per refresh
    2 bonus modules
    Free

    20:12 Guarantee *applies to first build only

    Talk to us about Flexi
05 Why Hanya Credentials that travel

Why choose Hanya.

  1. 01 15 years of experience working with the world’s most exciting brands.
  2. 02 Proprietary tech means faster results at a better price than equivalent offers.
  3. 03 Most vendors are scientists first. We are commercially grounded, pragmatic and informed.
  4. 04 Maximum capacity of two clients per month. You work directly with the founder.

Frequently asked questions.

What is the 20:12 Guarantee?

If we cannot find a 20% ROI improvement in 12 weeks, we refund you in full. We offer this because we are confident in the work. If your marketing is already perfect then you do not need our help, and your good will is worth more to us than your money.

Who is Hanya for?

For founders spending more than £1m a year on marketing but reliant on attribution to measure impact. If your platform-reported ROAS keeps telling you everything is working, but your blended return tells a different story, that gap is what MMM resolves.

How is MMM different from attribution?

Attribution credits conversions to the touchpoints it can see, usually within a short window. MMM models incremental revenue across every channel you spend on, including channels with no clickable signal: TV, out of home, sponsorship, organic word of mouth, and brand effects.

The category has matured fast in the last few years. Open-source frameworks like Meta's Robyn and Google's Meridian have made rigorous MMM accessible to teams that previously could not afford a measurement consultancy. Industry bodies including the Marketing Accountability Standards Board and Nielsen have published extensively on why MMM is the right answer when attribution alone is no longer enough.

The two methods answer different questions and the best teams use both. For a longer treatment see Beyond attribution, or compare all three in MMM vs attribution vs incrementality.

How is MMM different from incrementality testing?

Incrementality testing runs a controlled experiment: it holds a comparable audience or region out of exposure and measures the gap, which proves whether a specific spend caused extra sales. MMM works the other way round, using two years of your own weekly data to explain what every channel contributed, including the ones with no click. Incrementality answers one question cleanly. MMM answers the whole allocation question at once, and the experiment can calibrate the model. For the full comparison, see MMM vs attribution vs incrementality.

What data do I need to share?

Two years of weekly spend by channel, two years of weekly revenue, plus any media plan flags (brand campaigns, promotions, price changes, distribution shifts). We handle the data ingestion ourselves through Reni, our proprietary data pipeline. You will never be asked to wrangle CSVs.

How quickly does Hanya deliver?

The full programme runs in 12 weeks: data ingestion, model build, diagnosis, scenario planning. The 20% improvement target is measured against the model's recommendations within that window. Most teams see initial reallocation insights inside the first 6 weeks.

What does Hanya cost?

Three plans, £25,000 to £150,000 across the range. Against typical incremental return of £11m, that is a payback ratio of 24x to 440x. The Early Adopter Rate at £25,000 is open to two clients per month. See full pricing.

What happens after the 12 weeks?

You own the model, the data, and the recommendations. Most clients move onto the Partnership Plan for ongoing refreshes (the model needs to learn from each new quarter of data to stay accurate). You can also stay on Flexi and refresh on demand, or take everything in-house. There is no lock-in.

Why choose Hanya over a traditional measurement consultancy?

Most vendors are scientists first. We are commercially grounded, pragmatic and informed. Proprietary tech means faster results at a better price than equivalent offers. Maximum capacity of two clients per month. You work directly with the founder, not a junior account team.

How accurate is MMM, can I trust the numbers?

A well-built model predicts your sales from its own inputs to within roughly 5% to 10%. If it cannot, that is itself a signal: something material is driving sales that is not yet in the model, and we find it. Accuracy is the most common worry we hear, so we are blunt about it. MMM is not precise to the decimal, and it does not need to be. It needs to be directionally right about where the next pound should go, and right often enough to grow the business. We pressure-test every model against held-out periods before a recommendation reaches you.

Is my media spend big enough for MMM?

As a rule of thumb, MMM earns its keep once you are spending around £1m a year or more on marketing across more than one channel, with some variation in that spend over time. Below that, the modelling overhead is hard to justify and simpler measurement will do. If you spend the same amount on the same channels every week, the model has nothing to learn from, whatever the budget. If you are not sure where you sit, the MMM Impact Calculator gives you a benchmarked answer in about a minute.

See the growth MMM could unlock for your business.