Maitrics + marketing mix modeling (MMM): annual budget model and always-on brand intelligence
Marketing mix modeling tells you what your own spend returned over the last few years. Maitrics shows how your brand is moving against your competitors right now, and what that means for sales. Together, they cover both.
They answer different questions, from different data. MMM is a statistical model of your own marketing spend and sales, used to measure channel ROI and plan next year’s budget. Maitrics is always-on behavioral brand intelligence, benchmarked against your competitors and connected to revenue.
The short answer: they do different jobs. Use MMM to split your budget across channels, once or twice a year. Add Maitrics to see how your brand is moving against your competitive set every month, which signals move with your sales, and what to do next. If MMM is out of reach today, Maitrics is a practical place to start.
Maitrics and MMM at a glance
| Feature | Maitrics | MMM |
|---|---|---|
| Category | Always-on behavioral brand intelligence, built for challenger brands | Econometric model of marketing effectiveness |
| Core question | How is my brand moving against my competitors, and what is it worth in sales? | What did each channel return, and how should I split next year’s budget? |
| Data source | Independent third-party behavioral data from partners including SimilarWeb, Brandwatch and SE Ranking | Your own spend, sales and channel data, plus factors like price, promotions and seasonality |
| What it measures | The Brand Momentum Index (patent pending), scored across Visibility, Engagement and Reputation | Channel contribution, ROI and diminishing returns on spend |
| Competitor view | Your competitive set on the same behavioral lens, including competitor media spend, share of voice and momentum | Mostly your own activity; competitor data enters as a control where it exists |
| Connection to revenue | Yes: Estimated Sales Impact, from a model validated on blind sales forecasts | Yes: channel-level contribution and ROI |
| Output | Eva, your always-on analyst: what’s happening, what it means, what to do next | Model results, response curves and budget scenarios, usually presented by an analyst or agency |
| Freshness | Always-on, refreshed monthly across every signal and your competitive set | Typically refreshed every six to twelve months |
| Data team needed | No | Usually, in-house or through an agency |
| Starting price | From $3,000 a month | Typically $100,000 or more a year through a vendor or consultancy. Open-source code is free, but needs a data science team to run |
MMM details describe the category in general. Individual vendors and approaches vary.
How each one works
MMM: modeling your own spend
Marketing mix modeling uses regression on two to three years of your weekly or monthly data: spend by channel, sales, pricing, promotions, distribution and outside factors like seasonality. It estimates how much each channel contributed to sales, where returns start to diminish, and how a different budget split might perform.
It’s a mature, well-respected discipline. Most models are built and refreshed by data scientists or a specialist agency, typically at $100,000 or more a year, and the results usually arrive as a readout once or twice a year.
Maitrics: watching the market
Maitrics reads behavioral signals for your brand and each competitor in your set: purchases scanned at retail, searches, site visits, views, mentions, and the media your competitors actually buy. Every signal comes from third-party data partners, so there’s nothing to integrate and nothing to hand over.
Those signals roll up into three clusters, Visibility, Engagement and Reputation, and then into one score: the Brand Momentum Index. 100 is your peer average. Above it, you’re outperforming your competitive set. Below it, you’re behind.
The model then connects that momentum to sales, and Eva turns it into plain-language answers: what’s happening, what it means for your business, and what to do next.
What MMM does well
MMM has been a cornerstone of marketing measurement for decades, and for good reason:
- Budget allocation. It’s built to answer how much to put into each channel, and where the next dollar stops paying back.
- Channel-level ROI. It estimates the contribution of TV, search, social, retail media and more, side by side.
- Privacy-safe by design. It works on aggregate data, so it doesn’t depend on cookies or user-level tracking.
- Trusted by finance. Econometrics is a language CFOs already know, which makes MMM results easier to defend.
- More accessible than it was. Open-source tools such as Google’s Meridian and Meta’s Robyn have lowered the cost of entry for teams with data science skills.
What Maitrics adds
MMM looks closely at your own spend. Maitrics adds a view of your whole market, every month, so you have direction between model runs.
- Always on, between readouts. Every signal and your competitive set refreshed monthly, so you can act in the months between model runs.
- Your competitors, on the same lens. Maitrics shows competitor spend, share of voice and momentum: who is doubling down, who is pulling back, and the white space nobody has spotted yet.
- How your brand is moving. Alongside what your media bought, Maitrics measures how your brand is actually moving: searches, visits, purchases, mentions and sentiment.
- Nothing extra for your data team. It runs on third-party data, so there are no spend files to assemble. Setup is strategic alignment and takes weeks.
- Evidence your CFO can use. The Brand Momentum Index comes with an Estimated Sales Impact, so you walk into the budget conversation with evidence behind you.
- Tested before it ships. In blind tests with sales data hidden, the model forecast a leading condiments brand with roughly 93% weekly accuracy, against naive baselines of 70–77%. If a brand’s model can’t reproduce its own sales history, it doesn’t ship.
- Answers you can act on. Eva gives you plain-language answers you can take to your team and your board, whenever you need them.
- Priced for challenger brands. From $3,000 a month, so it sits comfortably alongside the measurement you already run.
Better together
MMM tells you how to split your budget across channels. Maitrics tells you how your brand is moving against your competitors, which signals move with your sales, and what to do next. Each makes the other more useful.
Maitrics doesn’t give you dollar-in, dollar-out ROI by channel or build your media plan. That’s what MMM is for. Maitrics gives you direction between model runs: early warning when a competitor moves, and evidence of where your brand is gaining or slipping.
If you already run MMM, keep it. Maitrics adds the competitive, always-on view alongside it. If MMM is out of reach today, Maitrics is a practical place to start.
Where each one fits
Lean on MMM when you:
- Need to optimize budget allocation across many paid channels
- Have two to three years of clean spend and sales data by channel
- Have a data science team, or $100,000 or more a year for a specialist vendor or agency
Add Maitrics when you:
- Need to show your CFO and board how brand investment connects to revenue
- Want to see competitor spend, share of voice and momentum across your competitive set
- Want to know which signals are moving with your sales, every month
- Are a challenger brand with a lean team and no data team to build models
Use both when you want the full picture: MMM for channel allocation, Maitrics for how your brand is moving against your competitors in between.
Frequently asked questions
Is Maitrics a marketing mix model?
No, they do different jobs. MMM models your own spend to measure channel ROI. Maitrics measures behavioral brand signals for you and your competitors, and connects them to sales.
Does Maitrics give me ROI by channel?
No. Maitrics shows which signals move with your sales and where your brand is gaining or slipping. For dollar-in, dollar-out channel ROI, MMM is the right tool.
Do I need a data science team?
No. Maitrics runs on independent third-party data and Eva explains the results in plain language.
How current is the data?
Monthly. Every signal is refreshed each month, so you have a current read between model runs.
Can I use Maitrics alongside MMM?
Yes. Many teams use MMM for annual budget planning and Maitrics for always-on competitive context in between.
How much does MMM cost?
Through a vendor or consultancy, MMM typically costs $100,000 or more a year. Open-source tools like Meridian and Robyn are free to use, but need data scientists and two to three years of clean data to run well.
How much does Maitrics cost?
Maitrics starts at $3,000 a month, priced for challenger brands.