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Marketing mix modeling
MMM is essentially exactly what you’re describing. A costly analysis/service you (or the client If lucky) can either pay a consultancy for or your agency can potentially do themselves (lots of regression analysis & other stuff I don’t understand). Problem is that with anything run by humans they are all inherently skewed by the person running them, through whoever is paying them (e.g. if Accenture is running it they will say everything the agency recommended is wrong, if the agency runs it it’ll say everything was perfect, etc)
Outside of proprietary tools (while all big agencies will have) the best tool one could subscribe to that I’ve ever come across is eTelmar. It’s fraught with issues (read the methodology carefully) but it technically does what you’re asking for, albeit not as well as any big agency proprietary tool,
Are you at a network agency? You should have proprietary tools to determine
Validates media mix based on what? And as a “gut check” or are your looking for true predictive modeling? For the latter, you do need custom ($) work. For the former, there are likely proprietary tools at your agency that can directionally show impact on different KPIs. But you do need some starting points/benchmarks on ROI or brand metrics if you want it to be calibrated to your specific business.
Commspoint allows you to run spend scenarios at the channel/platform level and shows projected impact of different scenarios.
Similar to what the others have said, you should have proprietary tools at your agency (pending size) with which you can run various spend allocation scenarios based on the calibrations you put into the system. Usually they’re called planner tools. I believe Kantar may have one, of course you’ll have to pay. That said, agree with the above — performing an MMM would be the next step to further validate your plan and also prove our which channels are most effective at driving ROI and other KPIs you’re measuring
Match
How much to spend with “whom,” and what is Match? Match.com? Discuss please