MMM Briefing

Optional additional information.

May 2026

Outline

Meet Sarah, the modern shopper.

NameSarah Age29 ProfileSkincare buyer

ShopsSkincare, wellness, beauty Buys2–3 products / month DecidesEvenings & weekends

Digital habits · always on

Phone Work laptop Personal laptop Tablet

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01 · The customer / Day 1

1 Mon · Instagram 2 Wed · YouTube 3 Thu AM · TikTok 4 Thu PM · Google

Day 1 · Monday

She sees an ad on Instagram, clicks through, browses, leaves.

No purchase. The pixel records a view, a click, a session of 47 seconds.

Sarah on the subway, looking at a GlowSkin Instagram ad

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01 · The customer / Day 2

✓ Mon · Instagram 2 Wed · YouTube 3 Thu AM · TikTok 4 Thu PM · Google

Day 2 · Wednesday

A skip ad runs on YouTube. She watches 15 seconds, then skips.

Brand exposure recorded. No click. No site visit. No conversion attached.

Sarah at her desk, watching a YouTube pre-roll ad

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01 · The customer / Day 3 AM

✓ Mon · Instagram ✓ Wed · YouTube 3 Thu AM · TikTok 4 Thu PM · Google

Day 3 morning · Thursday

TikTok serves an in—feed ad. 4 seconds in, she scrolls past.

No click. No site visit. The platform records an impression and a scroll—away event.

Sarah scrolling past a TikTok in-feed ad

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01 · The customer / Day 3 PM

✓ Mon · Instagram ✓ Wed · YouTube ✓ Thu AM · TikTok 4 Thu PM · Google

Day 3 afternoon · the conversion

She types "GlowSkin" into Google, and buys for $120.

Branded search, last click. The receipt lands in inbox. The purchase is recorded.

Sarah at her desk, clicking the GlowSkin branded result on Google

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02 · The gaps / Attribution

One purchase · four claims

The same $120 sale, attributed four times.

Total reported · $480 · 4× over—counting

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02 · The gaps / Aggregate

Aggregate level · the same problem at scale

Same data, different stories.

Platform—reported

Each silo reports 100% credit

What every dashboard shows on its own.

One number, distributed across channels

What the truth looks like in aggregate.

Three gaps in today's measurement.

Gap 01

The picture is incomplete

Today's tools miss what still drives outcomes: offline activity, cross—channel synergy, brand health, and competitor pressure.

What's broken

Offline blind spot
Cross—channel halo uncaptured
Brand equity untied to media
Competitor data isolated

Gap 02

Each platform tells a different story

The data exists, but no two systems agree, and stitching them together is a manual project rather than a tool feature.

What's broken

No single source of truth
Blended ROAS invisible
Dollar profitability unclear
Market share manual

Gap 03

Marketing doesn't speak finance

Connecting marketing effort to finance and leadership decisions stays a manual translation exercise, not a model output.

What's broken

Budget defense
Forecast & spend defense
Sell—in vs sell—out lag
Reports in marketing dialect

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03 · The shift / Methodology

What is needed

Four steps from raw revenue to a defendable spend plan.

01 · Decompose

Pull revenue apart

02 · Rank ROI

True return per channel

Search4.2×

TV3.6×

Meta2.9×

OOH2.4×

TikTok1.8×

03 · Halo

Convert vs amplify

04 · Reallocate

Same budget, better mix

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03 · The shift

The shift from tracking to modeling

Don't take our word for it.

Siloed measurement leads to siloed optimization. Our data shows that channels work in synergy—Social amplifies Search, TV amplifies Digital. MMM is the only methodology that captures this 'halo effect' that transactional data misses.
Ipsos MMA

Cross‑media, holistic measurement is the only approach that captures the total contribution of advertising.
WFA · Cross—Media Measurement Principles

We had to stop optimizing what was easy to track and start measuring what actually drove the business.
Marc Pritchard · Chief Brand Officer, P&G

Performance marketing made us short‑termist. We had to go back to measuring brand and base.
Keith Weed · former CMO, Unilever

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04

Introducing

Mintveo.

Marketing analytics and automation that turns campaign data silos into the four things you actually want: insights, reporting, smarter budgets, and recommendations.

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04 · Mintveo / Team

Mintveo

Make Fortune 500 modeling customized for you.

Our founder spent years at Kantar developing advanced modeling for the largest companies in the United States, and before that worked with companies that ran on the very same models.

Now we are building a team so your business has the same models, the same rigor, and the same edge.

Models we have built for

Reddit Snap Mazda Bosch Bank of America Capital One Credit One Albertsons Smart & Final KitchenAid Mastercard AT&T

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04 · Mintveo / Solution

How we solve it for each role

Built for your key decision makers.

For marketing

The picture, finally complete.

Offline made visible
Cross‑channel halo captured
Brand equity tied to media
Competitor pressure modeled

For finance

Marketing, in finance language.

Budget defense in dollars
Forecasts with confidence intervals
Sell‑in to sell‑out connection
Boardroom‑ready reports

For leadership

One number. One source of truth.

Blended ROAS, visible at the top
Dollar profitability per channel
Market share, automated
No manual stitching

14 / 16

Live

Demo.

A live walkthrough using GlowSkin, a fictional beauty brand.

Open Mintveo →

15 / 16

Mintveo

Thank
you.

Questions, follow—ups and bespoke cuts of the model are welcome at any time.

16 / 16

MMM Briefing

Contents

Meet Sarah, the modern shopper.

She sees an ad on Instagram, clicks through, browses, leaves.

A skip ad runs on YouTube. She watches 15 seconds, then skips.

TikTok serves an in—feed ad. 4 seconds in, she scrolls past.

She types "GlowSkin" into Google, and buys for $120.

The same $120 sale, attributed four times.

Same data, different stories.

Each silo reports 100% credit

One number, distributed across channels

Three gaps in today's measurement.

The picture is incomplete

Each platform tells a different story

Marketing doesn't speak finance

Four steps from raw revenue to a defendable spend plan.

Pull revenue apart

True return per channel

Convert vs amplify

Same budget, better mix

Don't take our word for it.

Mintveo.

Make Fortune 500 modeling customized for you.

Built for your key decision makers.

The picture, finally complete.

Marketing, in finance language.

One number. One source of truth.

Demo.

Thankyou.

Thank
you.