Article
Why MMM is back - and what changed.
Privacy loss killed click-based attribution. Modern econometrics fills the gap.
Action Intelligence
See your business
more clearly.
Decision Econometrics meets the speed of modern AI. We help CMOs, CFOs and leadership teams quantify every driver of growth - and act on it with conviction.
AccuracyData-driven truth.
AlignmentUnified strategy.
ClarityAbsolute signal.
The decision gap
Decisioning is getting harder.
Bad data, siloed teams and too many options lead to indecision.
01/ Wasted spend
Attribution conflicts
Unreliable data, privacy loss, fragmented journeys, black-box analytics - and a budget that bleeds quietly.
02/ Misalignment
Hard questions
“Why are we spending more if efficiency is falling?” “What happens if we cut 20%?” “Can we forecast revenue?”
03/ Decision anxiety
Many answers, no conviction
Siloed dashboards, channel politics, platform self-attribution, false precision - leading to no decisions.
Our service
Decision Econometrics
We use econometrics to quantify every commercial driver, validate AI model uplifts (PMax, Meta Advantage, revenue management), align teams and enable robust forecasts.
Diminishing returns - saturation curve
| Capability | Agency MMM | Enterprise MMM | twenty10 |
|---|---|---|---|
| Full business - not just marketing | - | Partial | Yes |
| Pricing, distribution, product | - | Partial | Yes |
| AI-powered for agility | - | - | Yes |
| Real-time / always-on | Partial | - | Yes |
| Scenario modelling (what-if) | - | Partial | Yes |
| Full transparency, no black box | - | Partial | Yes |
| Direct decision recommendations | - | Partial | Yes |
£1m–£10mProfit gains unlocked per engagement
90%+Forecast accuracy on annual sales
30%Marketing efficiency uplift through reallocation
Tools
Action Intelligence in your hands.
Optimise spend across markets and channels using marginal-return optimisation.
Insights
All insights →Field notes from the practice.
LinkedIn
The £1m question every CFO should ask.
If we cut paid by 20%, what happens to revenue? Most teams cannot answer.
Article
AI uplifts: are they real?
PMax and Advantage+ claim uplift. Decision Econometrics tests it independently.
FAQ
Market Mix Modelling, econometrics & marketing ROI - answered.
What is Market Mix Modelling (MMM)?
+
Market Mix Modelling (MMM, also written marketing mix modeling or media mix modeling) is a statistical, econometric technique that quantifies how each marketing channel, pricing decision, distribution change and external factor contributes to sales and profit. Modern MMM uses AI and granular data to produce near real-time, decision-grade marketing ROI estimates.
How does econometrics measure marketing ROI?
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Econometrics models sales (or profit) as a function of every commercial driver - paid media by channel, pricing, promotions, distribution, seasonality and macro factors - then isolates the incremental contribution and return of each. The result is a defensible marketing ROI per channel, per campaign and per pound spent, validated against holdouts.
How is MMM different from Multi-Touch Attribution (MTA)?
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MTA assigns credit across the user-level digital journey and is best for short-term digital optimisation. MMM measures aggregate, top-down impact across all channels including offline, brand and external factors - and is the standard for full-business marketing ROI. twenty10 combines both for a complete picture.
What marketing ROI uplift can MMM deliver?
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twenty10 engagements typically deliver a 30% improvement in marketing efficiency through reallocation, profit gains of £1m to £20m per project, and 90%+ forecast accuracy on annual sales.
Who is Decision Econometrics for?
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CFOs, CMOs and leadership teams who need a single, trusted answer to: what is driving growth, what is our marketing ROI, and what happens if we change spend. It replaces siloed dashboards and platform self-attribution with one auditable model.
Reduce uncertainty. Drive change.
We start with a Clarity Score - a structured questionnaire that benchmarks where your measurement, alignment, and decisioning capability sit today.
Start your Clarity Score