One of the biggest struggles for marketers today is understanding which channels are truly driving sales and business growth. With multiple platforms, overlapping campaigns, and complex customer journeys, it's easy to fall into the trap of assuming what works instead of knowing for sure.
Many brands continue to rely on intuition or outdated attribution models, making it difficult to justify investments and optimize budgets effectively. Without a clear view of each channel’s contribution to revenue, businesses risk over-investing in underperforming strategies while neglecting the ones that actually move the needle.
For marketing agencies, this challenge is even greater. Clients demand transparency and data-backed evidence of ROI, yet proving the direct impact of a media plan is often a complex and time-consuming process.
As a leading global marketing agency, McCann's mission is to deliver outstanding results for its clients. One of the key challenges they faced was proving the direct impact of their media strategies on their clients’ key performance indicators. Traditional methods relied heavily on assumptions rather than data-driven evidence, making it difficult to demonstrate the true value of maintaining an active media presence.
To solve this problem, many marketers and agencies recognize the need for Marketing Mix Modeling (MMM) to better understand their media impact. But what exactly is MMM, and why is it so effective?
MMM is a data-driven statistical approach that helps businesses understand the impact of different marketing channels on their key performance indicators, such as sales, leads, or brand awareness, driving business growth. Instead of relying on last-click attribution or assumptions, MMM analyzes historical data to determine how each marketing channel contributes to business outcomes.
This method allows marketers to:
For McCann San José, implementing MMM was a turning point in their ability to provide real, data-backed insights to their clients.
Once McCann decided to integrate Marketing Mix Modeling into their analytics strategy, they needed an efficient tool to implement it effectively. This is where Morpheus came into play.
Morpheus is an advanced MMM platform that enables businesses to identify how different channels and variables contribute to their outcomes, driving business growth. It helps to determine which marketing channels to invest in for long-term sales growth by employing a set of statistical techniques that do not rely on tracking information, ensuring accurate results even without cookie data.
Morpheus by Dataslayer was the preferred solution for several reasons:
By integrating Morpheus into their workflow, McCann has been able to:
Thanks to Morpheus, McCann and its clients no longer rely on assumptions when evaluating marketing performance. Instead, they now have a clear and measurable understanding of the real impact of each advertising channel.
By leveraging data-driven insights, McCann San José can:
As marketing budgets become more closely examined, agencies and brands that embrace MMM and tools like Morpheus will have a significant competitive advantage. They’ll spend smarter, optimize faster, and prove the true value of their marketing efforts.
For marketers looking to elevate their analytics and prove ROI with confidence, Morpheus is the best solution. It empowers teams to:
With Morpheus, McCann has set a new standard in marketing effectiveness and strategic decision-making, and your business can too.
We extend our sincere thanks to Paula Farfán from McCann San José for her valuable insights and contributions to this case study.
If you want to achieve the same level of data-driven success as McCann, now is the time to take action. Book a call with our team today and discover how Morpheus can revolutionize your approach to Marketing Mix Modeling.
