Buyer-education on Marketing Mix Modelling. What it is, what brands get wrong, what it costs, which tools to choose. Written by Matt Rix, founder of Hanya, with no vendor jargon.
A visual explainer built from one worked example. Spend £3, make £6, and see why a 2x headline is really 1x once you strip the baseline, then how saturation, adstock and multi-channel build the full picture.
Three ways to measure marketing, and the questions each one can and cannot answer. What each proves, where each breaks, which to use when, and how the three work together.
The five mistakes that turn an MMM project from a growth lever into a shelf-ware report. How to spot them before you commission, and how to avoid them.
Open-source frameworks (Robyn, Meridian), commercial platforms, DIY spreadsheets, MMP+MMM hybrids. A side-by-side on cost, technical bar, time to first model, and transparency.
The eight serious limitations of attribution, what MMM adds, and how the two methods work together rather than competing. The original essay.
Read the essay →
Why we publish these guides
Most MMM content online is written by vendors selling MMM. We sell MMM too, so this is a hard claim to make with a straight face. The difference is that these guides are written to help you decide, not to push you towards us. If a different tool, a different vendor, or no MMM at all is the right answer for where you are, that is what these pages will tell you.
Each guide is written by Matt Rix, founder of Hanya, with fifteen years of measurement work for brands including LVMH, Diageo, Heineken and Charlotte Tilbury. The guides are reviewed and refreshed periodically. The "Last updated" date on each one tells you when.
Matt Rix — Founder, Hanya
Fifteen years of measurement work across LVMH, Diageo, Heineken, Charlotte Tilbury and others. Based in Bedford, UK. Reachable at Matt@rix-digital.com.