Marketing Mix Modeling built for commerce

Marketing Mix Modeling (MMM) is a statistical method that measures how each marketing channel contributes to business outcomes, using aggregate spend and results data rather than user-level tracking. Because it doesn't depend on cookies or click attribution, it stays accurate as privacy restrictions tighten. Dema's MMM runs on contribution margin, so it measures profit impact rather than just revenue.

Dema MMM runs continuously. It ingests new spend and revenue data as it arrives, so your model is always current. No waiting for quarterly consulting deliverables.

Platform ROAS tells you what the ad platform claims. It's biased because platforms optimize for their own attribution. MMM measures each channel's contribution from aggregate data, and geo-based incrementality tests provide causal proof. The agent helps you compare all three methods side by side.

They're stronger together. Incrementality tests answer specific causal questions ('Does Meta in Germany work?') but can't cover every channel every month. MMM gives continuous, full-mix measurement, and incrementality results calibrate the model so it stays accurate.

Marginal ROAS is the return on the next euro of spend, rather than the average return across all spend. It matters because channels saturate: a channel with high average ROAS may have no room left to grow, while a lower-average channel might still be underfunded. The optimizer reads the slope of each response curve to find where spend still has headroom.

Connect your ad platforms (Google, Meta, TikTok), your e-commerce platform (Shopify), POS or store systems, and your cost data. Dema builds the unified data model automatically. Most teams are set up within a day.