Measure the effect of advertising channels with a marketing mix model

Marketing measures the effect of individual channels with a marketing mix model

Needs setupAI Act: no extra obligationsAnalysing & reporting dataMarketing & advertising

Fits: Leaders & strategy · Marketing & communications · Finance & accounting

You estimate how much revenue or how many enquiries come from TV, search, social media or posters, using weekly figures instead of individual users’ click paths. This lets the budget be allocated by effect, and you see where the estimate is uncertain.

Is this for you?

  • You advertise in several channels, including ones without clicks such as TV, radio or posters.
  • You have at least two years of weekly data on spending per channel and revenue or enquiries.
  • Budget decisions are currently made by gut feeling or by last-click source.
First step today

Take one year of weekly data on spending per channel and revenue, convert each column into an index (value divided by the column’s annual average, times 100) and use the template below to evaluate it as a feasibility test. Pay attention to whether the channels can be separated at all.

How to go about it

  1. Define the budget question and target metric
  2. Collect weekly data per channel and other influences
  3. Have the model calculated
  4. Check results against tests and experience
  5. Prepare a budget recommendation for management
  6. Recalculate the model every quarter

Templates to copy

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The complete guide

  • 6 steps explaining exactly what to do
  • 3 proven templates to copy into your own AI
  • Safe use: data, checking, deciding, informing
  • Pitfalls, effort and how to recognise success

With the training you get all 430 guides for as long as your access runs.

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MW-03 · Legal status 08.10.2026