Traditional MMM approaches mainly account for the immediate impact of media on sales. They usually assume that once advertising stops, sales quickly revert to baseline levels. In practice, this isn’t how brands behave – established brands often maintain momentum and continue to generate sales from past advertising, thanks to residual brand equity effects built over time.
Modern Marketing Mix Modelling (MMM) often focuses on immediate sales uplift from media, but traditional models miss a large part of the story, the enduring brand-driven effects that continue long after a campaign ends. However, Kantar’s new advanced True Long-Term brand effect modelling is a breakthrough that now fills this gap, providing a more comprehensive of the true ROI of your media investments. Download the report to learn more!