MMM Ecosystem

Does your CFO or CMO not believe, or simply ignore, MMM? Is consumer-centric media effectiveness not part of your MMM? We can relate.

The problem: Your C-Suite doesn’t sleep (much). They don’t have time to read through your 80 slide MMM deck. And you can’t outsource this hard work (sending in your vendor partner to talk about R2 and MAPE won’t end well). These are just a sprinkling of problems brands face when looking to scale their MMM Ecosystem. At P&G, we wanted to scale MMM and drive higher enterprise business value (Net Outside Sales, Consumption Volume, ROI) across our 80 brand portfolio. Junior marketers were great at activating in pockets, but our C-Suite (where the largest value creation opportunity exists) was not engaged, wasn’t convinced of MMM’s accuracy or impact, and therefore was not taking actions on top learnings.

To step-change MMM’s value creation impact, we asked ourselves, how might we make MMM results more useful and impactful, by speaking the C-Suite’s language, and connecting MMM with corporate strategy?

The solution: Consumer-centric MMM. While our CFO was more interested in Profit ROI and Portfolio optimization, and our CMO was more interested in actioning digital media learnings, we found one common objective that all C-Suite officers agreed on: driving consumer-centric plans is critical to our corporate strategy and organic sales growth targets for Wall Street. So, we decided to transition all our MMM results toward a common, consumer-centric deliverable, which maximized for impact and told a story of how each brand can improve its consumer-facing marketing effectiveness (creative quality, consumer engagement, etc.). By flipping the narrative and not following ROI out the window, we provided the right story to the C-Suite, driving the right actions.

The value: We delivered >$50 Million USD value creation by making our MMM results more consumer-centric, enabling more action at the C-Suite level. To do this, we partnered with copy testing suppliers to integrate copy effectiveness scores with MMM, showing the incremental Sales, Volume, and ROI impact of every copy flighted across the 80+ brand portfolio, highlighting which consumer campaigns merited investment increases vs. which campaigns should reduce investment. We built the first-ever IAG program engagement + MMM integration, driving a shift to prime-time and late-night programming across the portfolio, to drive higher consumer engagement and sales. And we built a full integration of digital reach tracking + MMM, supporting CMO’s business case to doubling digital investment for stronger incremental reach on emerging digital publishers, leading to the first-ever Digital JBPs and innovation program with Google.