Our onboarding is designed to set you and your team up for success and the ability to start leveraging MMM+ quickly.
Our aim is to provide a seamless onboarding experience that ensures your success and maximizes the value you derive from our platform. The duration from your kickoff call to full activation on MMM+ vary depending on your team's availability and access to the required data.
We understand the complexity of onboarding and maintaining tools like MMM+, but we guarantee to collaborate closely with you and your team members, accommodate your requirements, and ensure a smooth transition. Here's what to expect from the MMM+ onboarding process:
1. You will identify important data inputs to configure your MMM+ model
During the onboarding process, we will provide guidance to help you understand the data and inputs required for configuring your MMM+ model. We will begin by asking a series of questions to better understand your marketing strategy and general operations to better guide you in gathering and organizing essential information, including sales figures, marketing expenditures, market trends, and other variables.
The model incorporates a variety of inputs derived from this information to ensure the most accurate and impactful results. This is why our Data Science team will consistently process and analyze your data input spreadsheet, making it essential for you to keep it updated.
💡TIP: Our most successful customers designate a dedicated stakeholder responsible for updating the data input sheet every 3-4 days.
2. You will be introduced to MMM+ features and capabilities
The data inputs you provide play a larger role in enabling your results. Our onboarding process will familiarize you with the various functionalities and tools unique to MMM+. We'll provide a platform walk-through and pinpoint key diagnostics capabilities that will allow you to efficiently analyze marketing effectiveness, optimize resource allocation, and drive impactful results. These features and capabilities include:
- Trust-building diagnostics provide you with a comprehensive understanding of the MMM model's performance, accuracy, and reliability. They facilitate confident decision-making, variable selection, model validation, and continuous improvement of the marketing strategies.
- Channel Interactions Channel interactions refer to the interdependent relationships between different marketing channels or tactics. MMM+ is able to recognize thousands of different ways marketing channels work together to influence consumer behavior and overall marketing effectiveness. By understanding channel interactions, you can identify synergies or conflicts between channels and allocate budgets accordingly.
- Cost Curves analyze the relationship between marketing expenditures and their corresponding outcomes. By plotting the cost curve, you can visualize the incremental impact of each additional unit of spend. This is essential for optimizing budget allocation and determining the point of diminishing returns. Cost curves help identify the optimal spending level for each marketing channel or tactic to maximize the return on investment (ROI) and achieve cost-efficient marketing strategies.
- Adstock is a concept that acknowledges the carryover effect or the delayed impact of marketing exposures on consumer behavior. Adstock recognizes that the effects of advertising or promotional activities can persist over time, even after the initial exposure has ended. With MMM+, incorporating adstock enables you to capture the cumulative influence of past marketing efforts on current and future outcomes. Understanding the rate at which the impact decays helps determine the optimal frequency and duration of marketing campaigns. By accounting for adstock, you can more accurately estimate the long-term effects of marketing activities and make informed decisions about campaign timing and investment levels.
3. You will support the configuration of your MMM+ model
The Northbeam team is dedicated to tailoring to your needs. We know that every business is unique, which is why our onboarding experience encourages you to be part of the configuration period for your MMM+ model.
We'll guide you in setting up variables, defining metrics, adjusting parameters, and ensuring the model reflects your business goals and objectives. In addition, channel groupings, platform breakdowns, and model inclusions/exclusions are all possible in MMM+ and should be communicated to your onboarding team and Customer Success Manager as you continue through this journey.
4. You will be trained on how to interpret MMM+ outputs and data
We know the level of commitment it can be to get quality insights from tools like MMM+, which is why we want to empower you to fully realize the value and benefits our platform offers. Your dedicated Customer Success Manager will spend the initial month by introducing you to key elements of your MMM+ report and how it plays a role in your decision-making.
From there, your CSM is committed to reviewing budget scenarios, recommending budget scenarios, and facilitating a strategic planning process to help guide short-term marketing decision-making, improve campaign performance, and drive revenue growth.