Case Study

Modernizing Market Mix Modeling for a Consumer Electronics Brand

In a highly promotional, omnichannel category like consumer electronics, brands often ask: Where should I spend my next marketing dollar for maximum impact? We partnered with a fast-growing electronics company to modernize their Market Mix Modeling (MMM) approach.

The Results

12% Uplift

In return on marketing spend (ROMS)

Weekly Updates

MMM updates instead of quarterly black-box reports

The Journey: 3-Phase MMM Modernization

Phase 1
Building the MMM Data Foundation

We unified media spend data, sales data, and external factors to ensure attribution consistency across all channels.

  • Media spend data (TV, digital, social, in-store)
  • Sales data by channel and product
  • External factors (holidays, competitor launches, pricing)
  • Data Cleaning Agent ensured spend tagging consistency
Phase 2
Training and Calibrating the MMM Model

We deployed a Model Training Agent calibrated in close collaboration with brand and media teams for business context alignment.

  • Estimated short- and long-term ROI for each channel
  • Adjusted for overlap effects (e.g., search + display)
  • Identified diminishing return thresholds
  • Calibrated with business context and brand effects
Phase 3
Making MMM Actionable Every Week

We operationalized weekly insights reviewed by both marketing and finance teams to balance growth and efficiency.

  • Weekly Spend Guidance: Refreshed with latest data
  • Scenario Testing: Budget reallocation and launch delays
  • Insight Reports: Reviewed by marketing and finance teams

AI Agents + Marketer Oversight

Agent TypeRole
Data Integration AgentUnified media, sales, and context data
Model Training AgentEstimated channel ROI and modeled synergies
Simulation AgentEnabled budget reallocation and scenario planning
Insight AgentGenerated weekly action memos for marketing leadership

The Impact: MMM That's Real-Time and Human-Friendly

MMM moved from static to dynamic

Brand teams gained confidence in recommendations, with override options

Marketing ROI improved through better agility and collaboration

Final Thoughts

MMM doesn't have to be a quarterly PDF from a black-box model. ZapSight enabled a living model with human control and weekly impact—giving marketers a real seat at the revenue table.

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