Using econometrics to quantify every commercial driver, verify AI model uplifts (PMax, Meta Advantage, revenue management) and enable robust forecasts that guide optimal business decisions.
Fuses statistical models with economic and marketing theory to validate AI-derived uplifts and deliver commercially viable models you can defend in the boardroom.
A single, shared backbone of truth that brings marketing, finance, sales and leadership together - removing political friction and defensive behaviour.
Outputs land in your tools and your hands - implementable actions, next-best-actions, quick and confident decisions. Not a one-off report.
Growth is not driven by a single lever. It is shaped by marketing, product, commercial operations and external factors - all interacting. We model the system and show what to do next. We leave nothing out.
Modern marketing mix modeling that measures every channel - paid, owned, earned, TV, OOH, brand - alongside pricing, distribution and external factors. Privacy-proof, transparent, and refreshed continuously rather than annually.
User-level MTA for short-term digital optimisation, calibrated and reconciled with MMM so finance and marketing see one number - not two competing ones.
Full applied econometrics across the commercial system, turned into scenario-based recommendations: what to do, what it costs, what it returns.
Market Mix Modelling (also written marketing mix modeling) is a statistical, econometric approach that quantifies how each marketing channel - and external factors like pricing, distribution and seasonality - drive sales and profit. Modern MMM uses AI and granular data to deliver near real-time, decision-grade results.
MTA assigns credit across the user-level digital journey; MMM measures aggregate, top-down impact across all channels including offline and brand. twenty10 combines both - MTA for short-term digital optimisation, MMM for full-business, long-term decisions.
Decision Econometrics is twenty10's approach to applied econometrics - modelling marketing, pricing, distribution, product and external factors as a single system, then turning the results into directly actionable, scenario-based decisions.
Any business spending meaningful money on marketing - typically £1m+ - that needs to justify budgets, reallocate spend, forecast revenue, and align finance and marketing on one source of truth.
| Capability | twenty10 | Enterprise MMM | Agency MMM | Traditional Analytics |
|---|---|---|---|---|
| Full business (not just marketing) | ✓ | ~ | - | - |
| Includes pricing, distribution, product | ✓ | ~ | - | - |
| Captures external factors | ✓ | ✓ | ~ | - |
| Long-term + short-term impact | ✓ | ✓ | - | - |
| AI-powered for agility | ✓ | - | - | ~ |
| Full transparency, no black box | ✓ | ~ | - | - |
| Real-time / always-on | ✓ | - | ~ | - |
| Scenario modelling (what-if) | ✓ | ~ | - | - |
| Direct decision recommendations | ✓ | ~ | - | - |