Built on Adobe Experience Platform, Adobe Mix Modeler takes a patent-pending approach to measuring marketing performance and marketing spend planning, leveraging the strengths and filling the gaps of two popular measurement and planning models — multi-touch attribution (MTA) and Marketing Mix Modeling (MMM).

MTA offers insights more quickly and at a more granular campaign level. However, the model doesn’t present a complete picture because it can’t use offline channel data from marketing investments in TV and radio. MMM uses aggregate and summary level data to simulate a brand’s performance with and without marketing spend for each channel. Brands use this information to plan and budget for future quarters or even longer-term marketing investment. But a traditional MMM analysis can take months, so brands may only perform it quarterly or biannually and often outsource the work.

With Mix Modeler, marketers unlock fully consistent and comprehensive measurement insights that account for both the bottom-up touchpoint event data of MTA and the top-down aggregate level marketing data of MMM. Mix Modeler does this using proprietary AI/machine learning technology that seamlessly integrates advanced methodologies for attribution and marketing mix machine learning that ensure marketing measurement is as robust, granular, and accurate as possible. This enables marketers to make decisions faster and plan more confidently while building organizational trust in reported marketing performance results.

Adobe Mix Modeler also provides a marketer-friendly interface that makes it faster and easier to measure the performance of individual campaigns and all touchpoints — online and off — without the need to outsource. The new application puts information about the impact of optimizations at a marketer’s fingertips, so that they can quickly and easily take appropriate action, show the value their marketing efforts provide the business, and plan campaigns that optimize marketing spend.

We want to encourage you to broaden your Adobe practice to include Adobe Mix Modeler. To help you build in-house expertise and grow your practice, we’ve developed resources to help you understand this new, unified marketing measurement and planning application, the value it provides your clients, and how to sell, register deals, and earn incentives with it. You can also now promote your Mix Modeler expertise by tagging it in your Partner Directory listing on the Solution Partner Portal.

In addition to the enablement and promotional resources mentioned above, on September 19 we’re hosting the webinar Adobe Mix Modeler: Overview & co-selling strategies. Attend the webinar for an overview of Mix Modeler, to learn about target customers and key use cases, and to understand pricing and packaging. You ‘ll also see a product demo and discover more valuable enablement resources.

Register for the September 19 webinar.

Interested in learning more? Visit the Mix Modeler page on the Portal, check out available resources, and then review the following items to better understand the new marketing measurement and planning product from Adobe:

• Sales Play POV
• Experience League