The Sofia Martinez agency is planning their media buying for next year to optimize their media mix and drive increased ROI. Which of the following solutions should they use?

Brand Lift

Offline Sales Lift

Marketing Mix Models (MMM)


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The Sofia Martinez agency is planning their media buying for next year to optimize their media mix and drive increased ROI. Which of the following solutions should they use?


Explanation: The correct answer is **Marketing Mix Models (MMM)** because this solution enables agencies like Sofia Martinez's to analyze and optimize their media buying strategies by assessing the effectiveness of different marketing channels and their impact on overall return on investment (ROI). MMM uses historical data to identify the relationships between various marketing activities and sales performance, allowing the agency to allocate their budget more effectively across channels. This analytical approach helps drive informed decisions that can enhance their media mix and ultimately lead to improved ROI. In contrast, Brand Lift and Offline Sales Lift focus on specific aspects of brand awareness and in-store sales performance, respectively, making MMM the most comprehensive option for optimizing media buying.

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