Segmentation Is Back
and it’s making Media Mix Modeling more useful
By Brian PozeskyModern MMM has evolved to real-time capabilities, significantly advancing the industry. However, without robust consumer insight, it remains limited to blind optimization – capable of shifting budgets but unable to deliver consistent messaging across today’s fragmented landscape of CTV, retail media, social media, Amazon, Instacart, and in-store channels.
Consumer insight tools, particularly segmentation solutions like PRIZM, have evolved from early innovations into strategic advantages in today’s identity-restricted environment.
Audience segmentation works better than ever.
When integrated with MMM, segments transform the modeling approach by differentiating how distinct consumer groups respond to marketing activities, enabling marketers to detect channel effectiveness and optimal spend levels for specific audiences rather than just overall populations.
This directly impacts media planning by aligning channel selection, budget allocation, and creative strategies with the segments that drive the highest ROI, creating more efficient and targeted campaigns.
Consumer insight delivers the context MMM requires—enabling cleaner inputs, more accurate incrementality measurement, and clearer ROI attribution. While MMM reveals where to invest, consumer insight identifies who to reach. Together, they provide the complete picture marketers need.
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