Question 1

What is Marketing Mix Modeling (MMM)?

Accepted Answer

Marketing Mix Modeling (MMM) is a statistical analysis technique that quantifies the impact of various marketing activities on sales. By analyzing historical data, it enables data-driven budget allocation decisions across channels like TV, digital, and social media.

Question 2

What is adstock effect?

Accepted Answer

The adstock effect refers to the carryover of advertising impact beyond the initial exposure period. For example, a TV ad viewed this week may continue to influence purchasing decisions next week or even the week after. MMM captures this residual effect using an alpha (α) decay parameter.

Question 3

What is the saturation curve?

Accepted Answer

The saturation curve (response curve) describes the relationship between advertising spend and returns. As investment increases, the marginal return tends to diminish—this is the law of diminishing returns. MMM models this relationship to identify the optimal spending level for each channel.

Question 4

What kind of data do I need?

Accepted Answer

You need a CSV file with at minimum: a date column (weekly recommended), a sales/KPI column, and columns for each marketing channel spend. At least 52 weeks of data is recommended for reliable results.

Question 5

How accurate is the analysis?

Accepted Answer

Model accuracy varies depending on data quality and quantity. Typically, MMM Lab achieves R² scores of 0.7–0.9. MAPE (Mean Absolute Percentage Error) is shown alongside R² in the results so you can evaluate accuracy yourself.

Question 6

What is included in the output?

Accepted Answer

Results include: channel contribution estimates, ROI by channel, adstock parameters, saturation curves, model fit metrics (R², MAPE), optimized budget allocation recommendations, and a downloadable PDF report.

Question 7

What is the difference between plans?

Accepted Answer

Free plan: access to free articles only. Basic plan (¥3,000/month): all articles, video courses, and monthly Q&A sessions. Pro plan (¥10,000/month): everything in Basic plus MMM analysis (5 runs/day), PDF reports, and budget simulator.

Question 8

How is my data protected?

Accepted Answer

All data is encrypted in transit (TLS) and at rest. Each user's data is isolated using Row Level Security (RLS) in Supabase. Uploaded CSV files are stored in private storage buckets accessible only to the owner.

Question 9

How do I cancel my subscription?

Accepted Answer

You can cancel anytime from Dashboard → Settings → Billing. Your access continues until the end of the current billing period. No cancellation fees apply.

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