"The Road to Marketing Mix Modeling (MMM): Building a Measurement-Ready Data Foundation" case study
10/06/2025
In today’s data-driven marketing world, the quality of your data defines the quality of your decisions. Yet for many brands, messy, incomplete, or misaligned data continues to undermine Marketing Mix Modeling (MMM) success.
OptiMine’s latest case study, The Road to MMM Success: Building a Measurement-Ready Data Foundation, dives deep into how a large brand overcame these challenges—transforming disconnected data into a powerful foundation for better, faster, and more accurate measurement.
What You’ll Learn from the Case Study:
How to move from “good” to “great” data
Discover how the brand built a trusted data ecosystem—identifying reliable sources, closing gaps, and continuously improving its inputs to enable confident, data-backed decisions.
The power of structured taxonomies and KPIs
Learn how aligning taxonomies, creative details, and KPIs to real business decisions helped the brand unlock deeper insights across channels, languages, and funnel stages.
The measurable impact of better data
By standardizing and cleaning its data, the brand achieved an 80% reduction in model refresh time, improved model precision by over 50%, and reduced customer acquisition costs by up to 54%.
Lessons in agile, collaborative improvement
From proof of concept to continuous refinement, the case study highlights how iterative progress, stakeholder alignment, and a focus on continuous improvement turned marketing measurement into a competitive advantage.
Brands looking to improve their MMM outcomes can take inspiration from this journey—proof that with the right foundation, better data leads to better decisions. Download the full PDF case study below:
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