At a glance:

Marketing Mix Modelling (MMM) resolves the traditional conflict between finance and marketing by generating a “profit envelope”: a strategic curve that maps media spend against potential net profit. This analysis acts as a translation layer, allowing organizations to move beyond simple ROI and decide exactly where they want to sit on the curve of profitability versus growth. By visualizing this trade-off, MMM creates a shared space for stakeholders to agree on risks, rewards, and the optimal path to maximizing net contribution.

The solution to this stalemate lies in better data modelling. Specifically, it requires a shift toward Marketing Mix Modelling (MMM) that produces a “profit envelope,” or a strategic view of the optimal net profit achievable at any given spend level. This analysis acts as a translation layer, turning complex performance data into a clear strategic map. It allows an organization to decide exactly where they want to sit on the curve of profitability versus growth, and creates greater CMO-CFO alignment.

The profit envelope reveals the optimal path to net profit. 

At its core, the profit envelope is a visualization of opportunity. It plots your media budget against the potential uplift in profit. In most models, this looks like a curve: at first, every dollar you spend yields a higher return. As you spend more, you eventually hit a point of diminishing returns where your media channels become saturated and the cost of the next customer acquisition increases quickly.

This chart separates gross profit (the total money made) from net profit (the money kept after expenses). Understanding the gap between these two lines is the key to making strategic choices. It moves the conversation from “did the ads work?” to “what is the specific business objective of this spend?”

By analyzing this curve, we can identify four distinct zones of investment. Each requires a different mindset and a different operational focus.

Purple zone: build a strong case for investment.

The first phase of the curve is the “opportunity” zone. Here, your media budget is relatively low, and the returns on every additional dollar are highest. If your brand is sitting in this zone, your primary goal is to advocate for more budget to capture the easy growth left on the table.

Additional budget here tends to deliver strong returns and helps build long‑term brand momentum. Focus on collecting evidence by using these response curves to optimize investment and showcase the business growth available at different budget scenarios. Doing this will enable the marketing department to set achievable targets, providing a compelling data-led argument for sufficient budget.

Blue: maximize efficiency and cash flow.

As you increase spend, you enter the blue zone. This is often considered the “sweet spot” for established brands. Here, your investment is operating efficiently. You are generating significant profit, and while your Return on Investment (ROI) percentage might be slightly lower than in the purple zone, your total incremental profit is much higher.

The strategic challenge here is psychological. You must re-frame the discussion with leadership away from ROI percentages and toward incremental profit. A high ROI percentage on a tiny budget generates less actual cash than a slightly lower ROI on a massive budget.

In this zone, the goal is to preserve efficiency while scaling. This requires a rigorous focus on data foundations. You need to maximize what you already have by closing easy gaps in your analytics and ensuring your audience structures are clean. It’s about fine-tuning the machine to ensure every dollar is working as hard as possible.

Green: creative innovation to pushes the ceiling.

As you continue to scale your budget, you will eventually hit the green zone. This is the peak of the net profit curve. Here, spending more money yields diminishing returns as you begin to reach saturation amongst your current audience. 

Many marketers make the mistake of simply pouring more money into the same channels, which only degrades efficiency. Instead, the strategy must shift from spending more to instead pushing the curve up. This requires identifying new sources of value, such as launching fresh product offers, expanding into new channels or radically improving your creative inputs.

Yellow: trade short-term profit for market share.

Finally, there is the yellow zone. On the chart, this is where the net profit curve begins to dip, even though gross profit (sales volume) is still rising. This is the zone of aggressive growth.

Why would a brand choose to make less profit? To starve a competitor, launch a new product or dominate a category. Here, you are deliberately trading short-term efficiency for long-term market share. But this is a high-risk maneuver; if you choose this path, you must be transparent about the trade-offs. You need a media mix that supports sustainable momentum, and you need to ensure your teams are resourced to handle the complexity of a strategy that creates a short-term profitability dip for a longer-term gain.

The profit envelope turns analysis into alignment.

Ultimately, the profit envelope turns complex response curves into a straightforward guide for investment decisions. It signals clearly when to grow spend, when to tighten up, when to defend peak profit and when to accept profit trade-offs for rapid expansion.

But to remain useful, it cannot be a one-time exercise. It must be kept updated with fresh response data and evolving cost assumptions. When the model is live and dynamic, marketing, finance and leadership can finally align on realistic expectations. It creates a shared space to agree on risks and reward trade-offs, identifying the best way to maximize net contribution while hitting strategic objectives.

At a glance:

Marketing Mix Modelling (MMM) is a comprehensive decision-support framework that goes beyond simple media ROI to quantify the diverse forces driving business outcomes, including price, distribution, and external factors. By isolating these drivers, MMM supports broader strategic goals such as accurate forecasting, smarter pricing and promotion strategies, and stronger business cases for investment. Ultimately, it serves as a unifying framework that aligns finance, commercial, and marketing teams on measurement and resource allocation.

• Media exposures across channels and formats
• Price and promotion activities (including timing, depth, and frequency)
• Distribution and availability (new stores, closures, SKU changes)
• Product assortment and operational changes (opening hours, shelf space)
• External, exogenous factors (macroeconomic indicators, seasonality, weather, public holidays, competitor actions)
• Incremental business effects such as brand equity
• Competitor influences
• ….and the list goes on based on brand and sector

MMM models these inputs against chosen KPIs to isolate each factor’s contribution and interactions. The result is a comprehensive view of exactly what is driving your business.

7 underutilized ways MMM can broadly benefit your brand:

These insights drive significant value across the organization. Key benefits include:

1. Improved forecasting power: By accounting for the main demand drivers (price, promo, media, distribution, external factors), MMM yields more accurate short- and medium-term forecasts than attributed performance or ROI alone. Those forecasts are actionable for inventory planning, staffing, and supply-chain decisions, as well as marketing.
2. Stronger business cases for CMO-CFO alignment: MMM produces quantified forecasts and incremental ROI estimates that make it easier to justify future marketing investments to finance and leadership. It clarifies where incremental spend is likely to deliver value and where it won’t.
3. Faster, more confident budgeting and media planning: Instead of lengthy debates and trial and error, MMM provides evidence of which channels and tactics drive the most efficient outcomes. That streamlines budget setting, channel allocation and scenario comparisons.
4. More accurate long-term payback calculations: MMM captures not only short-term impacts but also integrates metrics like trial rates, repeat purchases, and lifetime value to measure long-term ROI. This provides the evidence needed to justify brand-building investments and value the contribution of non-marketing activities.
5. Smarter pricing and promotion decisions: MMM estimates price elasticities and the interaction between price and marketing. This enables data driven guidance on future pricing strategies and promotional design, balancing revenue maximization with margin protection.
6. Greater accountability with a unified measuring stick for success: When stakeholders agree on the model inputs, assumptions, and KPI granularity, MMM becomes an accepted standard to measure success and diagnose failure. That shared framework reduces cross-functional friction and increases transparency in performance reviews.
7. Time savings on analysis and decision-making: Because the model quantifies how much each driver matters (e.g., weather vs. economy vs. media vs. price), teams spend less time rehashing what’s influencing performance. That freed capacity can be redirected to strategy: testing new ideas or executing changes highlighted by the model.

MMM is a flexible, strategic asset.

Not every MMM needs to be delivered at the most granular level. Budget and data availability often require a pragmatic approach that balances detail with feasibility. The key thing to note is that MMM is far more than a media-mix calculator. When built with the right inputs, it becomes a strategic decision engine capable of improving forecasts, guiding pricing and promotion, building investment cases, and aligning stakeholders.

So, beyond simply measuring ROI, MMM provides a faster route from insight to action, enabling better-informed choices across the entire business.

At a glance:

To determine the right Marketing Mix Modelling (MMM) frequency, brands should weigh five key factors: data quality, business speed, analytical capability, decision cadence and the need for stability versus responsiveness. While high-quality data and automated pipelines enable monthly or always-on models, companies lacking these resources should stick to a quarterly cadence aligned with financial planning cycles to ensure outputs are actionable.

These are questions I’m asked by marketers on an increasing basis. In addition to knowing how often they should run MMM, brands are also asking if keeping it “always on” is the right approach.

The answer (drumroll please) is that it largely depends on your business cycle, planning periods, ability to respond to change, data cadence, goals and budgets. Sorry to be anticlimactic, because there is no one perfect answer. But here I’ll outline some general rules of thumb to determine frequency, and the specific factors that will influence which is right for your business.

Which frequencies are recommended for which purpose?

Monthly is suitable if you have high data quality, fast-moving markets, frequent campaign changes or need near real‑time optimization (e.g., ecommerce, retail with weekly promotions, etc.). Monthly updates require automated pipelines to deliver effective and careful regularization and to avoid volatile recommendations.

Quarterly is a good default for most businesses who have both the media investment levels throughout the year and the required budget to deliver the analytics. Quarterly updates balance responsiveness to changing market conditions, campaign cadence and sufficient data volume for stable models. They let you capture seasonality, new campaigns, pricing changes and external factors.

Biannual is suitable for slower markets, stable media mixes or when data is limited. Less frequent updates reduce model maintenance cost but limit the opportunity to react throughout the year, making it tougher to maximize the immediate impact of emerging opportunities.

Event‑driven updates are the hardest to set up efficiently. Being able to rebuild or refresh the model promptly when major structural changes occur (e.g., large product launches, channel additions, pricing shocks, pandemics or significant creative/strategy shifts) can provide great opportunities to be as agile as possible, allowing you to maximize the impact of emerging opportunities or to negate competitor impacts. This can be delivered ad hoc with minimal setup. However, for clients with a portfolio of products, establishing “always ready” data feeds improves agility without requiring you to constantly measure everything.

What five factors do I need to consider to determine MMM frequency?

Now that you know which frequencies are recommended for which purpose, it’s time to weigh different factors that can determine which frequency is right for you:

1. Data quality and volume: Frequent updates need robust, timely data (i.e., sales, spend by channel, marketing metrics, pricing, distribution). Low volume or noisy data favors less frequent updates.
2. Business speed and complexity: Fast-moving categories and many short campaigns benefit from more frequent models. Complex channel ecosystems need more attention.
3. Analytical capability and automation: Monthly refreshes require automated ETL, model pipelines and governance. If you lack that capability, quarterly is more practical.
4. Decision cadence: Align model cadence with planning cycles (monthly finance reviews, quarterly planning, annual budgeting) so outputs feed decisions when needed.
5. Stability vs. responsiveness: More frequent updates increase responsiveness but can introduce noise. Use smoothing, priors and holdout validation to maintain stability.

So, is “always on” right for you? Continuous, near real‑time updates can be valuable, but are not universally necessary. An always-on approach is appropriate if you have:

1. High-frequency, high-quality data streams and automated modelling infrastructure
2. Rapidly changing campaigns or channels where quick re-allocations materially affect outcomes
3. A culture and governance that can act on frequent recommendations

A practical approach is to start with quarterly updates as a baseline, then supplement with monthly refreshes for high-impact channels or markets that require rapid agility. Automate data pipelines and implement quality checks before increasing cadence. Adopt a hybrid strategy that pairs an “always‑on” monitoring layer (like dashboards) with scheduled full MMM rebuilds and event‑driven rebuilds when there are shifts in performance. Finally, be transparent with stakeholders about model uncertainty and stability. To validate your recommendations, pair MMM outputs with tactical experiments like incrementality tests and holdouts. 

In summary, balance the value of more timely insights against data, capability and cost. For most organizations, quarterly updates combined with event‑driven rebuilds and an “always‑monitor” layer offer the best mix of stability and responsiveness. If you can support it technically and operationally, move toward more frequent updates where they materially improve decisions.

Like any digital transformation, data-driven transformation encounters the same roadblocks, with some added complexity. As data service providers, we see a primary challenge for brands: they collect data from every possible avenue but struggle to configure it to drive value. The complexity deepens when considering how that data moves, what the right insights are, and how it all affects their marketing workflows. 

Brands often recognize an opportunity for transformation, whether from regulatory changes, organizational shifts or the simple desire to better understand their users. But actually getting there—determining the right workstreams and creating lasting impact—is a challenge that requires a clear goal and a plan. When it comes to data transformations, this challenge often leads to hesitancy, which is expected. After all, data is powerful: it determines where media is served, which products are prioritized and how the foundational AI models are built.

A successful data transformation requires understanding where a brand is now, where it needs to go and the steps to get there. This journey depends on having the right partners, platforms and internal support. Our partnership with Amplitude embodies this idea by providing brands with an optimal foundation and a clear pathway to make data-driven changes that drive the greatest impact.

We’re proud partner with Amplitude and to be recognized as Amplitude’s first Global Solutions Partner as we continue to help Brands drive digital transformation, data-driven transformation and fundamental AI integrations. As the first Global Solutions Partner, we’re bringing together our expertise in analytics, experimentation, personalization and AI to Amplitude’s digital experience platform to help brands unlock their data’s full potential, with the ideal set-up for owned experience optimizations.

A combined force for owned experience optimization.

In today’s digital landscape, the amount of data any brand captures is likely to be unfathomably large: petabytes of unique, and interwoven touchpoints, events and clicks that show exactly how users are interacting with a brand. Making meaningful change from the right combination of omnichannel data drives incredible value and increased effectiveness, but data can reach a threshold beyond what human analysts can analyze. It’s no secret to leading brands, however, that digital innovation, AI and agentic flows have drastically changed that conversation around the feasibility of processing, synthesizing and acting on the infinitely compounding potential combinations of data.

The caveat, though, is that unlocking these benefits requires set-up, direction and scale. Optimizing products, platforms, user journeys or any owned brand experience with AI requires access to the right “flavours” of quantitative and qualitative data that the AI solutions can be built upon.

With Amplitude and Monks, the scale is already factored in. The latest launch of Amplitude’s AI Agents functionality, backed by a comprehensive suite of tools through Amplitude’s robust platform, allows us to provide brands with native data workflows that build out from the existing ability to identify meaningful insights, develop better experiment hypotheses, and engage users on any owned touchpoint.

Being able to reach users more effectively by understanding the metrics behind a “push-notification-to-app-to-check out” pathway is a valuable insight, but optimizing it needs more than a trend analysis. Across Amplitude’s feature set—Guides and Surveys, Heatmapping, Session-Replays and AI Agents—we help brands generate better test ideas, faster. This is done by analyzing complex user data through scalable, proven experimentation workflows.

With data-driven innovation, a brand's output is only as good as their input. The quality and reach of AI solutions need the right data to drive the best outcome. As a service and solutions provider, Amplitude provides an ideal foundation to bring transparency to performance, build out the ideal orchestration and become a Real-Time Brand.

"Partnering with Monks, our first Global Solutions Partner, is a significant step forward in helping brands all over the world use data and AI to build best-in-class digital experiences. Together, we're enabling brands to optimize their websites, apps, and products, and generate greater returns on their investments in data..."

Peter Kuo, VP Partnerships, Amplitude

Bringing Our Real-Time Brand Capabilities to Amplitude’s Toolkit

For brands that are able to understand the direction, goal and steps for their data-driven transformations, the path to exponential value and increased targeting lies in their ability to improve the speed, response and action of their data workflow.

Driving the greatest value for a brand's experimentation culture means establishing a positive feedback loop, where real-time campaign performance informs ongoing experimentation for faster, more targeted testing. With capabilities like real-time A/B testing and pushes that don't require slow release cycles, the barriers to running meaningful tests are significantly lowered. This improves cross-vertical alignment and enables brands to move from real-time insights to active experiments that constantly improve.

While improved media targeting is a well-known benefit of data analytics, a truly data-driven brand uses the right tools to optimize its entire marketing ecosystem. This means extending optimizations across the full user journey, from the ad creative that brings a user to the site all the way to the ideal on-page experience. Our partnership with Amplitude provides the gateway for brands to achieve this by connecting with users on their own terms, creating an experience that cuts through the noise.

Democratizing data for brands, globally.

Data isn’t just about collection. A pile of collected data does not inherently drive value for brands; in fact, it can exponentially inflate the cost for storage, querying and meaningful analysis. 

Rather, it’s about how you can transform, interpret and, most importantly, act on the insights within your data that truly matter. The combinations, insights and metrics tracked through any variety of data analytics platforms have different purposes dependent on the end goal they are meant to augment and supplement. 

The data workflows used for ingesting, understanding and optimizing the journey and touchpoints that users interact with requires a data solution and platform that are built with that in mind from the ground up.

For brands eager to drive value from meaningful AI transformations, the formula is simple: they need a solid data and AI platform, an expert service partner who knows how to use it, and the combined power that comes from a seamless integration of both.  When working alongside a combined service and platform partner with shared expertise in optimizing user experiences, the path to digital transformation is simple. 

We’re eager to continue empowering brands with cutting-edge, data-driven solutions and innovations alongside Amplitude as their first Global Solutions Partner.

Ready to explore the full potential of your data through strategic experimentation and AI? Let’s talk!

A new partnership that enables wide, holistic views of client data.

One of the primary challenges in implementing a customer data platform is data readiness. Many businesses struggle with fragmented data sources, messy pipelines and the difficulty of extracting actionable insights. Monks helps clients overcome these challenges by offering a structured approach to integrate, harmonize and analyze data efficiently. 

With this new partnership, our team of data architects, analysts and engineers will work to integrate the entire data supply chain, breaking down these silos and enabling a wider, more holistic view of our client’s data. Once data readiness and wide data are achieved, the Hightouch Composable platform can be applied to activate their library of pre-built integrations and start to deliver AI-powered personalized experiences.

“Our team of data architects, analysts and engineers offer services to solve this problem. Monks will work to integrate the entire data supply chain, breaking down these silos and enabling a wider, more holistic view of our client’s data,” explains Jakub Otrząsek, SVP, Data, APAC at Monks. 

“Once data readiness and wide data are achieved, the Hightouch Composable platform can be applied to activate with their library of pre-built integrations and start to deliver AI-powered personalized experiences,” he adds.

Understanding the increasingly prominent role of composable CDPs.

A composable martech stack represents a significant shift in how organizations manage their marketing technology. By leveraging a best-of-breed approach and centering the architecture around a cloud data warehouse, businesses can create a single source of truth for customer data. This unified approach not only streamlines the deployment of existing advanced machine learning models but also fosters a modular and adaptable technology ecosystem that can readily evolve to accommodate changing business requirements.

The rapid adoption of composable CDPs within the industry underscores the numerous advantages they offer. Their cost-effectiveness, ease of deployment, and ability to leverage existing technology and intellectual property make them an attractive solution for businesses seeking to optimize their marketing technology stack. As the industry continues to evolve, composable CDPs are poised to play an increasingly prominent role in shaping the future of marketing technology.

Why data activation means value realisation.

First-party customer data is critical for organizations because it enables them to build trust through genuine interactions and scale personalization using AI. By activating first-party data with the Monks and Hightouch partnership, businesses can make a profound impact on marketing ROI.

Monks and Hightouch help businesses achieve this by:

• Enabling highly personalized, scalable marketing strategies through seamless integration of first-party data with media sources.
• Optimizing marketing spend by analyzing campaign performance in real-time
• Identifying high-performing content and reallocating resources for maximum ROI

The partnership allows for smarter and faster decisions based on valuable insights extracted from first-party data, moving businesses “beyond data chaos into clarity.” Monks helps brands build trust through authentic interactions while leveraging AI and first-party data to scale personalization.

A perfect moment for a partnership.

For Hightouch, this represents a pivotal moment. The widespread adoption of cloud data warehouses, the wave of interest in the composable CDP approach and the immediate success of the AI Decisioning launch marks a significant turning point for the Hightouch. This confluence of factors propels Hightouch into a substantial growth phase, positioning the company at the forefront of the evolving marketing technology landscape.

“Enterprises in the APAC region are setting the global pace in adopting composable CDP and AI agents for marketing,” said Kashish Gupta, CEO of Hightouch. “Monks is the ideal partner to help Hightouch support the rapid deployment of these technologies in the region.”

Meanwhile, we have recently simplified our teams into the two pillars of Marketing and Technology Services. This simplification of our business means we are more integrated than ever, aligning our strategic team leads with our clients, and able to bring expertise and talent across the full spectrum of Marketing and Technology Service as our client’s requirements change.

The Hightouch platform also perfectly aligns with our recent launch of the Data Decisioning framework.

Let's talk data and AI.

We invite businesses to discover how our partnership with Hightouch can revolutionize their data strategies. Whether the goal is to streamline analytics, improve marketing performance, or activate your customer data, we’re here to help.

This iteration of Marketing Cloud Intelligence (formerly Datorama) has been completely rebuilt on the Data Cloud foundation, introducing advanced AI capabilities that transform how marketers manage their campaigns. This Data Cloud foundation immediately unlocks Agentic capabilities to interact with your marketing campaigns. Imagine the ability to pause campaigns that are low performing using natural language. What about asking your Agent to replicate top performing campaigns for a new audience segment? Marketing Intelligence on the foundation of Data Cloud makes this possible.

In addition to its powerful AI capabilities, Marketing Intelligence simplifies the complexities of modern campaign management by tackling key challenges, such as disorganized or low-quality data, time-consuming analysis, and the need for quick, consolidated insights. Let’s explore how the new Marketing Intelligence overcomes these obstacles, empowering marketing teams to achieve their goals with greater precision and efficiency.

Make your data work for you—not the other way around.

Marketers today must interact with myriad data sources and platforms to execute their campaigns. With information coming from various paid media sources—like Meta, LinkedIn and Google Analytics—marketers are tasked with unifying and harmonizing this data to truly understand campaign performance. Furthermore, they must continuously monitor customer behavior across platforms to understand the effectiveness of campaigns and organize everything into a cohesive strategy. 

Marketing Intelligence addresses this issue by making it easy to ingest, transform and map third-party data in just three clicks. Your data is automatically and intelligently mapped, solving common naming convention errors or data inconsistencies across platforms—and if your platforms don’t come with prebuilt integrations, a universal connector lets you ingest flat files without hassle. Even more exciting, you can easily add non-marketing data (like user-level or first-party data) to your marketing performance data giving you richer data sets to analyze. 

But what truly sets this platform apart is its AI-powered data enrichment, which automates the tedious task of categorizing and organizing complex datasets. For example, GenAI can group car brand names into broader vehicle categories, or social media platforms can be unified under a single label. The key here is that GenAI is integrated into the tool and with that comes the ability to automate manual tasks that marketers typically perform. The platform can even recognize patterns in campaign naming conventions to create new and meaningful categories automatically. Many will see this as a game changer in understanding paid media and marketing data. 

By reducing the time spent on manual data wrangling, Marketing Intelligence allows you to focus on what matters: driving results. With accessible and actionable data at your fingertips, you can approach your campaigns with clarity and confidence.

Instantly understand campaign performance with the help of natural-language insights.

Once your data is organized, the next step is understanding its story—and that’s where Marketing Intelligence shines. The platform offers out-of-the-box dashboards powered by Tableau Einstein, providing a clear view of campaign performance across all your channels.

This is more than just a dashboard; it’s an intelligent assistant. Marketing Intelligence uses AI-generated, natural-language summaries to offer an instant overview of your program’s health. Imagine logging in and being presented with plain-language insights that tell you exactly what’s working, what isn’t, and what you should do next based on your goals. This feature eliminates the guesswork and ensures you’re always equipped with actionable insights. The combination of advanced visualizations with intuitive summaries helps you make informed decisions quickly, without having to navigate through complex datasets.

Optimize campaigns in real time, backed by intelligent recommendations.

Achieving campaign goals often requires constant monitoring and adjustment, but that’s easier said than done. Marketing Intelligence simplifies this process with proactive goal-setting and agentic optimizations.

For instance, if you’re aiming to drive leads at a specific cost, Marketing Intelligence allows you to set that goal upfront and continuously track your progress. If the platform detects you’re falling short, it doesn’t just alert you—it provides actionable recommendations. Using Agentforce’s paid media optimization skill, the agent might suggest reallocating budget, autonomously pause under-performing ads, or shift focus to better-performing channels.

This feedback loop ensures you’re not just reacting to results after the campaign ends but actively improving outcomes as they unfold. With plans to expand Agentforce’s capabilities, Salesforce is further investing in tools that enable marketers to stay agile and effective.

Turn your biggest marketing challenges into opportunities.

Marketing Intelligence is a solution designed to transform the way marketers interact with their campaign data. Are you spending too much time wrangling data into usable formats? Struggling to make sense of performance metrics across platforms? Searching for ways to optimize campaigns without wasting valuable resources? Stuck in repetitive, manual processes? This platform offers a streamlined approach to tackling these pain points, helping you achieve faster, smarter and more impactful results.

As a Salesforce Consulting Partner, we’re here to ensure you get the most out of Marketing Intelligence and other Salesforce tools. From implementation to enhancement of the entire Salesforce product stack, our team is ready to guide you every step of the way. Let us know how we can help!

A milestone in our data-driven journey.

In today’s dynamic and complex markets, we recognize that data is the backbone of strategic decision-making. However, raw data alone isn’t enough—it must be gathered, cleaned and transformed into actionable insights at speed. This is easier said than done. Many enterprises struggle with fragmented data sources, messy pipelines and the challenge of drawing meaningful insights.

Without a structured approach, it’s easy to miss valuable insights while juggling data from ad platforms, CRM systems, web analytics tools and internal databases. That’s why we teamed up with Funnel: to offer a streamlined solution to integrate, harmonize and analyze data efficiently, empowering businesses to make faster, data-driven decisions. Together, we help businesses:

• Seamlessly integrate data from multiple sources without manual effort.
• Clean and structure data efficiently, reducing errors and inconsistencies.
• Generate real-time insights for proactive decision-making.

A partnership that enhances how we show up to our clients.

When we talk about efficiently organizing and analyzing data, we’re really talking about making smarter decisions, tackling ongoing challenges and uncovering new opportunities for growth. Our partner with Funnel makes this possible in three key ways: saving valuable time to focus on deeper insights, offering greater control over media reporting and empowering highly personalized, scalable marketing strategies. Let’s dive into each of these.

An Orchestration Partner in smarter marketing.

Successful marketing orchestration across the full breadth of business units, markets, internal teams and external partners demands a lot of time and expertise. As the Orchestration Partner to global brands, my team at Monks is changing the economics of advertising—centralizing content production, paid media and owned channel activation, and data analytics to deliver outcomes (not overhead) for faster and smarter marketing with more cost-efficiency. With Funnel’s technology, we seamlessly centralize data, freeing up valuable time to extract deeper insights and drive more impactful decisions.

Driving insights with Glass Box Media.

Partnering with Funnel enhances transparency by giving greater control over media reporting, unifying all channels and delivering clear, actionable insights to drive growth. This aligns with our Glass Box approach—ensuring clients always know where their media is, why it’s there and how it impacts their business.

Personalization at scale creates Real-Time Brands.

With consumer skepticism at an all-time high, brands are wise to prioritize building trust through genuine interactions while using AI and first-party data to scale personalization. Funnel seamlessly integrates first-party data with media sources, enabling highly personalized, scalable marketing strategies—proving impact while keeping a human touch at the core. "Having Monks as a certified Funnel Solution Partner is an exciting step forward." says Adam Stead, Director of APAC at Funnel. "Their expertise in data analytics combined with our technology empowers businesses to take full control of their data."

In summary, our partnership with Funnel helps clients optimize performance and drive sustainable growth. By leveraging data science and automation, businesses can:

• Optimize marketing spend by analyzing campaign performance in real-time.
• Identify high-performing channels and reallocate resources for maximum ROI.
• Leverage predictive analytics to forecast future trends and stay ahead of competitors.

Let’s talk data.

Achieving Funnel Solution Partner Certified status is a proud moment for us, cementing our position as leaders in data-driven transformation. It reflects our commitment to innovation and excellence in analytics. As we look ahead, we are excited to continue collaborating with Funnel and exploring new ways to push the boundaries of data analytics—through advanced automation, AI-powered insights and innovative reporting solutions.

As we celebrate this milestone, we invite businesses to discover how Monks and Funnel can revolutionize their data strategies. Whether you’re looking to streamline analytics, enhance marketing performance, or gain deeper insights, we’re here to help.

Ready to unlock the full potential of your data? Let’s talk!

Analytics seem overly complex and not fully trustworthy. 

Perceptions around analytics can be a hurdle. Many view it as a black box, lacking transparency and trustworthiness, and may think it’s merely retrospective with no actionable insights.

This is not the case. In fact, analytics can be highly effective when approached correctly. What you need is the right supplier. Look for one that offers transparency, expertise in developing robust MMM, and the ability to translate these models into actionable recommendations. Ultimately, the value lies in insights and recommendations rather than the models themselves.

Insufficient budget or resource allocation. 

The cost associated with MMM can often seem overwhelming. Many businesses do not allocate sufficient funds in their annual budgets, which can stall or completely halt the implementation of an MMM program.

To overcome this, start small and focus on your main objectives initially. Use this to build a case for increased budgets over time. Leverage existing resources and identify any open-source tools to build MMM, and work with suppliers to provide data in a pre-agreed format, which can often help reduce fees.

Uncertainty of when is the right time to start.

Timing is critical. With new campaigns always on the horizon, it's tempting to delay MMM analysis to include the next campaign, wait for full-year numbers, or incorporate the upcoming product launch. There is always something upcoming and this can lead to a cycle of postponement.

In short, don’t delay. Begin the process as soon as possible. Early insights and recommendations can lead to impactful business changes. Over time, your MMM will evolve and you can always update the analysis to include future activities. The value from initial findings often outweighs the reasons for waiting.

Concerns about data quality and accuracy. 

Quality data is the foundation of any successful MMM program. Questions about data availability can cause hesitation, as the adage "garbage in, garbage out" holds true.

Conduct a data audit, as the quality of the data remains unknown until it’s reviewed. Set up checkpoints during the analysis to determine data fitness, and if it falls short, create a plan to collect fit-for-purpose data. Focus on using the data that is available. Generate initial insights with whatever data you have, then enhance the MMM with more data over time. Don't wait for perfection to begin gaining insights. Look for continuous improvements, and remember that better data leads to better decisions. Improving data quality is an ongoing process.

Fear of undesirable results.

Fear of discovering negative outcomes can be paralyzing. Concerns about campaign performance or potential budget reallocations may deter businesses from pursuing an MMM program.

Acknowledge the risks and treat this as an education. Working in ignorance is one thing, but remaining deliberately uninformed is unacceptable. Embrace the process and be prepared to make data-informed decisions.

Addressing these common blockers is essential for the successful implementation of an MMM program. Finding the right scope to meet your budget and a trusted MMM partner are the best next steps to creating valuable insight and actionable recommendations to drive business performance.