Always-On MMM: Moving Away from Guesswork to Growth with Smarter Decisions 

AI advancements, rapid market shifts, evolving consumer behavior, and complex media channels are pushing enterprises to adapt faster. Enterprises need timely, granular insights to ensure investments perform at their full potential. Traditional MMM, once the go-to measurement approach, often struggles to deliver at the speed and depth modern marketers require. Its heavy reliance on historical, aggregated data limits visibility into performance at a detailed channel or campaign level. Long, resource-intensive modeling cycles mean insights arrive in staggered intervals, often too late to inform real-time decisions. This dynamic market has pushed leaders to view MMM not as periodic analysis but as a dynamic, always-on solution. And in this dynamic era, adoption is not only an advantage but a necessity.

Impact Always On with Always-On MMM

Instead of fixed analyses that take months, Always-On MMM enables monthly measurement, helping marketers course-correct and stay proactive. Addressing the limitations of traditional MMM—often slow, resource-heavy, and retrospective—Always-On models offer a more dynamic way to quantify marketing impact, enabling brands to stay in sync with ever-evolving market trends and consumer behavior, thereby redefining how enterprises measure and optimize their marketing performance. 

By leveraging automated data ingestion and continuous analytics, teams can unlock more frequent, granular insights to make data-driven decisions with confidence. These models require fewer resources, scale easily, and work well with experimental data inputs, enhancing both reliability and relevance. With the ability to integrate weekly or bi-weekly data refreshes, Always-On MMM empowers marketers to adapt their strategies in tune with market shifts. 

However, adopting an Always-On MMM approach requires a thoughtful, well-orchestrated implementation. This system evolves constantly and hinges on real-time data pipelines, robust modeling, and organizational readiness to enable dynamic, evidence-based decision-making. 

MathCo’s Core Always-On MMM Capabilities

Our MMM expertise and work with leading CPG brands helped us build best practices that ensure consistency, scalability, and accuracy. Some of them include:  

• Tailored Approach: Each market, category, and brand operate within a unique context—with varying data availability, consumer behavior, and campaign objectives—making a one-size-fits-all Always–On MMM approach ineffective. A customized and contextualized model enables greater precision, adaptability, and alignment with business requirements, making the solution more effective and sustainable in dynamic environments.
• Dedicated Models for Short-Term and Long-Term: Separate constructs for these cycles capture distinct marketing effects more accurately. Short-term models track immediate response and tactical performance, while long-term models assess brand equity and sustained impact. This separation enhances precision, supports granular decision-making, and ensures flexibility across planning horizons.
  
• Model Stability and Explainability: Stability and explainability are critical for Always-On MMM. A stable model delivers consistent insights across refresh cycles, while explainability helps teams understand impact drivers, justify recommendations, and drive adoption. Together, they enable confident, transparent, and scalable decision-making across markets.
• GenAI Integration in Process Workflow: GenAI enhances automation and insight generation within the MMM workflow. It enables auto-generated reports, summaries, and recommendations—reducing manual effort and improving efficiency. GenAI also boosts explainability by converting complex outputs into business-friendly narratives, aiding stakeholder understanding and adoption. 

Creating Impact, The MathCo Way  

A leading CPG manufacturer aimed to optimize marketing spend across channels using historical ROI, seeking a scalable, in-house solution for granular, quarterly analysis—reducing dependency on agency insights. While their existing traditional MMM solution offered periodic insights for mature markets, it lacked the flexibility to support low-granularity regions due to poor data quality, regional variation, and limited automation. Focused only on short-term impact, it couldn’t adapt to evolving market dynamics, resulting in inefficiencies and missed advertising opportunities. 

To address these challenges, the client required an Always-On MMM solution capable of analyzing multiple dimensions—channel, platform, format, audience, and campaign—while supporting product-level customization. MathCo transformed their existing MMM approach and delivered an enhanced solution built within the client’s ecosystem, powered by NucliOS, with monthly model runs scaled to major markets. This enabled continuous, data-driven budget optimization and allowed insights to be delivered at the same level of granularity at which business decisions were made. 

Our approach focused on creating a solution that was customized and contextualized for each market and level of granularity. Emphasis was placed on scalability, simplicity, and explainability to ensure adoption across major markets. The solution included automated monthly refreshes, minimizing manual intervention, and incorporated triggers for automatic model rebuilds in case of variance. 

Our Key Deliverables   

MathCo’s commitment to 100% IP ownership was fulfilled through a complete ownership transfer during the pilot phase. The solution was fully deployed within the client’s ecosystem. Key features included: 

• AI-generated reports and insights for all markets, powered by NucliOS 
• Comprehensive documentation on ad spends, solution code, algorithms, and calculation methodologies 
• Seamless integration into the client’s existing infrastructure 

The solution enabled monthly and quarterly reporting to track campaign ROI and generate actionable recommendations. Regular model refreshes ensured performance was continuously evaluated, and historical analysis guided the need for model rebuilds. 

Our structured, automation-led approach ensured the MMM solution remained robust, adaptive, and scalable. With integrated monitoring and AI-powered tools, we empowered the client to make informed, data-driven marketing decisions and maximize business impact, including: 

• 70% effort reduction in data preparation in every refresh cycle
• 90% improved insights adoption through a dedicated consumption program.  
• Delivered ~1.3% boost in revenue through always-on media spend adjustments 
• Reduced the time taken for custom analysis from 3 months to less than 2 weeks  
• Refresh analysis duration reduced from 4 weeks to less than 4 hours 

Interested in learning how MathCo can be your Data and Analytics partner of choice in optimizing your marketing spends through Always–On MMM? Contact us here.