Over-optimizing for short-term ROAS quietly hollows out demand; full-funnel budget planning is how you reclaim that lost growth.
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Most MMMs zero out long-term brand effects, quietly starving future demand while short-term ROAS still looks great.
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Why traditional MMM blurs auction costs with consumer behavior, and how LiftLab’s two-stage model delivers precise, full-funnel guidance.
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MMM guesses saturation from history; integrated experiments recalibrate it with causal proof, so budgets stop flying blind.
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Facing an aggressive year-end target, Quicken used LiftLab forecasting, geo tests, and scenario modeling to win more budget and drive +19% gross revenue.
Pandora paired agile MMM with geo tests to shift just 2% of the budget, driving +9.5% revenue and +12.4% profit across key channels.
Cinemark used LiftLab mROAS curves to see last-dollar impact, expand from 7 to 13 channels, and reallocate weekly to maximize ROI.
A geo-experiment on Google brand search revealed heavy overspending, enabling an 87% budget cut while maintaining volume and increasing profit.
Struggling to control CAC across 13 channels. Thrive used LiftLab experiments + AMM to rebalance spend and unlock efficient new-member growth.
