Introduction to the MMM Software: MassTerModelling, Forecasting & Optimisation

MassTer

2016

By: Dr. Ramla Jarrar

1www.mass-analytics.com

Who is it for?

3 Types of Clients

Who have a MMM division

Advertisers

Who have their own in-house MMM team

Agencies

Who have or want to create a MMM capability MMM Agencies

Whose core business is

MMM

General Introduction

MassTer is an intuitive and integrated Marketing Mix Modelling Software that allows to

measure the impact of each marketing spend on your business performance and

optimise future returns.

MassTer is not only a software but a process derived from 12 years’ experience in

running MMM projects for international Blue Chip Clients

• This helps MMM teams cut the time they need to train junior members of the

team.

It allows the user to perform an econometric (MMM) project in full. It is

comprehensive of 6 modules:

1

Configuration

2

Dashboard

3

Processing

4

Modelling

5

Optimisation

6

Forecasting

MassTer Benefits

Fast Cost Effective

ScalableConsistent

across Markets

4

MassTer’s Key Modules

We offer an end to end solution in one single platform

Processing

Dashboard

Configuration

Modelling

Optimisation

Forecasting

Analysis Insight

MassTer is a fully integrated and intuitive tool that

provides the user with all the features needed to:

• analyse data using the most sophisticated statistical

techniques

• provide insight and actionable results

Through its 6 built-in modules, “MassTer” provides the user with all the

features needed to run simple, pooled and nested MMM projects.

“MassTer” also allows to answer ”what’s best” and “what if” questions.

I-Configuration

MassTer offers the users a handy Data Converter capable of

converting any data periodicity and any start/end date to a chosen

periodicity and start/end date specified by the user (that will be used

later for modelling).

The “Configuration” module allows the user to describe input (raw)

variables to “MassTer” and place them in the appropriate predefined

groups.

The data loaded in “MassTer” should be organised in simple csv

files. “MassTer” is capable of reading multiple input data files.

Configuration Module Screenshot

7

II. Dashboard

The “Dashboard” module allows to:

• perform different cuts of the input data and produce

the necessary charts to visualise the data.

• understand the relationships between the

different variables through the built in statistics.

• change the periodicity of the loaded data to better

visualise the different relationships.

8

Dashboard Module Screenshot

9

III. Processing

The “Processing” module allows to:

• create all the necessary variables needed for

modelling.

- “MassTer” offers the user in excess of 20 handy

processors to help transform raw data (input data).

These processors range from creating dummies,

lags to decays to diminishing returns,

seasonality…

• perform chain transformations where a series of

processors are applied successively to the same

variable

Processing Module Screenshot

11

IV. Modelling

The “Modelling” module allows to:

• run manually constructed & automated models (or a

combination of the two)

• run simple & pooled regressions (regional)

• run nested regressions

“MassTer” offers a handy interface to visualise the AVM

(Actual Vs Model), Contribution and Sales Impact graphs

as well as the key model statistics in the same screen.

12

Modelling Module Screenshot

13

IV. Optimisation

The “Optimisation” module allows to answer the question

“what’s best” about the optimal way to set and allocate

marketing budgets.

In this module you can visualise the Diminishing Returns

curve for each advertising component and use the

optimiser to:

• Determine the optimal advertising allocation for a given budget.

• Determine the budget needed to achieve a specific KPI target.

• Compare different optimisation scenarios.

14

Optimisation Module Screenshot

15

VI. Forecasting

The “Forecasting” module allows to answer the question

“what if” about the likely results of future spend changes.

In this module you can define different spend plans and

use the Forecaster to:

• Forecast the level of KPI (e.g. sales) to be obtained

as a result of implementing each plan.

• Compare the performance of different planning

scenarios.

16

Forecasting Module Screenshot

17

MassTer’s competitive advantages

Compared to Existing Platforms

Input Data Flexibility

Multiple File Loading

Data Converter to a chosen

periodicity & start/end date

Automated Processing

Periodicity Transformer in the

Dashboard

Preprogramed Processors

Chain Processing

Advanced Modelling

Capabilities

Pooled (Regional) Regression

Mixed Effect Modelling

Nested Modelling

Log -Linear (under development)

Performance

Handles large regional data sets

without compromising

speed of execution

Extensible: additional

features could be added on demand

Affordability

Less Expensive than existing automated software

More features offered in the

standard licence compared to competition

Thank You

Thank you for your time

MassTer Advantages

Standardised & Single Output file

Configuration, transformations, models’

parameters & final models are all in one (.mss) file.

Version control and team work tools (e.g. svn, git) can

be used to share and manage projects by different team

members

Shorter Project Cycle: Automated Processing

& Modelling

Auto processing allows to instantly create thousands of transformed data that reflect

marketing consumer behaviour models and

assumptions

The auto modeller is a powerful tool allowing to

rapidly select the best model from thousands of

transformed variables (nested modelling supported ).

Fast Model Tweaks so More time for Insight

The project sharing capabilities (described earlier)

offer the local team the opportunity to monitor the

progress made in other regions on the fly

Comparing models from different sessions is also

possible allowing to choose the best and most sound

model given a specific criterion.