How A Large Retailer Made MMM Recommendations Actionable Through Media Agency Alignment
How we rebuilt a media model to match the way their agency actually plans and buys media, turning static outputs into directly executable recommendations.
The Story
80% of CMOs report not knowing what to do with their MMM model. This large retailer was no exception.
The model’s variable aggregation did not match the granularity at which their media agency actually plans and buys media. Outputs were either too high-level or bundled in ways that did not correspond to real investment decisions. This is one of the most common MMM adoption failures: a powerful model sitting on the shelf while the agency makes decisions based on intuition.
This is the story of how we conducted an upfront audit of the client’s full media hierarchy and planning structure, rebuilt the MMM taxonomy to match exactly how the agency makes investment decisions down to platform and tactic level, and gave a major retailer a clear, defensible answer to a question their industry rarely solves: how do we make MMM outputs actually usable?
Our Impact
100% executable recommendations
Model outputs aligned to media hierarchy at platform and tactic level
Zero translation gap
Eliminated the disconnect between MMM insights and media plan decisions
Replicable process
Established a replicable upfront alignment process that MASS Analytics now applies across agency-led MMM projects
How We Solved This Large Retailer’s Problem
Problem
The model’s variable aggregation did not match the granularity at which their media agency actually plans and buys media. Outputs were either too high-level or bundled in ways that did not correspond to real investment decisions. All model variables were built at the wrong granularity, so outputs could not map directly to deliverables the agency could act on.
Solution
We conducted an upfront audit of the client’s full media hierarchy and planning structure. The MMM taxonomy was rebuilt to match exactly how the agency makes investment decisions, down to platform and tactic level. All model variables were built at that granularity, so outputs mapped directly to deliverables the agency could act on.
Core approach: upfront media hierarchy audit + taxonomy rebuilt to match agency planning structure + model variables at platform and tactic granularity.
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