How is Provalytics different from traditional MMM?

Traditional Marketing Mix Modeling (MMM) provides strategic insights but is typically limited to high-level analysis, such as channel or weekly performance.

Provalytics extends MMM by adding granularity and usability for day-to-day decision-making.

Key differences include:

• Granularity: Provalytics measures performance at the campaign and creative level, not just the channel level
• Actionability: Insights can be used for real optimization decisions, not just strategic planning
• Speed: More frequent updates allow for faster decision cycles
• Cross-channel clarity: Better visibility into how channels influence each other

While traditional MMM answers “what worked,” Provalytics answers “what worked, why it worked, and what to do next.”