Online MMM

Know what's actually
driving your
online results.

Clicks and conversions tell you what happened. Animo's Online MMM tells you why - and what to do about it. Marketing Mix Modeling built for the speed and complexity of modern digital advertising.

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Connect all your data to AI assistants like Claude, ChatGPT and more via MCP, and ask them questions in plain language - get insights instantly.

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What’s my CPA this month?
Your average CPA this month is $62.27 - down 8% from last month. Best-performing channel: TikTok.
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What is it?

MMM built for
digital speed.
Not quarterly cycles.

Animo's Online MMM applies marketing mix modeling to your full digital media stack. It connects directly to your live campaign activity across all channels and links it to your actual business outcomes - revenue, conversions, app events, and more.

The models isolate the true contribution of each channel, accounting for saturation, diminishing returns, seasonality, and external factors.

This isn't a dashboard.
It's a decision engine.

Online MMM at a Glance
check_circle True causal contribution per channel - beyond last-click
check_circle Saturation curves & diminishing returns modeling
check_circle Scenario planning with projected outcomes
check_circle Continuously refreshed - not quarterly, not monthly
check_circle Outputs built for CFOs, media teams & agency partners
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Key Benefits

Stop optimizing
the wrong things.

target

True Channel Contribution

Understand the real impact of each digital channel - beyond last-click attribution. Know which channels are genuinely driving growth vs. riding it.

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Saturation & Diminishing Returns

Know when a channel has reached its ceiling - before you overspend. Animo maps saturation curves for every channel in your mix.

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Scenario Planning

Simulate budget shifts and see projected outcomes before you commit a single dollar. Run unlimited "what if" scenarios against your real data.

refresh

Always Current

Models refresh continuously as new campaign data comes in. No waiting for the quarterly MMM cycle - insights update at 15-minute resolution.

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Built for Collaboration

Share insights with media teams, CFOs, and agency partners in formats they'll actually use - dashboards, decks, API feeds, or raw exports.

Why traditional MMM falls short
✕ Quarterly cycles - decisions made on stale data
✕ Industry averages - not your actual campaigns
✕ Black-box outputs - no scenario planning
check_circle Animo: continuous, causal, actionable
The process

Six steps from
data to decisions.

01
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Connect

Animo connects directly to your live digital campaign data across all channels - search, social, display, video, and programmatic.

02
link

Link Outcomes

Outcome data - revenue, conversions, app events, in-store lift - is linked to the media activity across all channels and time windows.

03
calculate

Model

The MMM engine calculates the marginal contribution and effectiveness of each channel over time, controlling for seasonality and external factors.

04
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Generate Insights

Saturation curves, contribution shares, and ROI indices are generated automatically - no analyst hours required to get to the insight.

05
simulate

Plan Scenarios

Scenario planning tools let you simulate reallocations and see projected impact before acting - with statistical confidence ranges.

06
output

Deliver

Outputs as dashboards, reports, or API feeds - updated at 15-minute resolution. Share with any stakeholder in the format they need.

Use Cases

Built for the questions
attribution can't answer.

The attribution gap

Last-click attribution misattributes up to 60% of true channel contribution. MMM closes that gap.

help
Spending heavily on Meta & Google but unsure which is really driving growth?
MMM isolates the true incremental contribution of each - controlling for overlap, seasonality, and brand effects.
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Need to justify budget reallocation to the CFO with statistical backing?
Export scenario comparisons with confidence intervals. Walk into the boardroom with a model, not a feeling.
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Running always-on campaigns across 5+ channels and need to understand diminishing returns?
Saturation curves show exactly where each channel is on its return curve - so you stop overspending before it hurts.
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Need to reconcile MMM findings with your existing attribution model?
Animo outputs are designed to complement, not replace, your current stack. Compare, align, and act with confidence.

Ready to move beyond attribution?

Understand what's really working - and what to do next.

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Frequently Asked Questions

What is online MMM?

Online MMM applies marketing mix modeling to digital channels specifically, measuring the incremental contribution of search, social, display and other online spend to results.

How is MMM different from last-click attribution?

Last-click attribution credits the final touchpoint before a conversion and can overstate the value of channels like branded search. MMM measures each channel's true incremental contribution using causal statistical modeling.

What are saturation curves?

Saturation curves show the point at which additional spend on a channel stops producing proportional returns, helping identify the optimal budget level for each channel.

Which digital channels does it cover?

Search, paid social, display, video and other major digital advertising channels.