Marketing Sciences CAPABILITIES
Media Mix Modeling (MMM) for Healthcare and Medical Device Organizations
Make Every Marketing Dollar Work Harder
Media Mix Modeling gives you a complete picture of what’s actually driving your performance, across every channel, every market, and every external factor that shapes your results. Then it turns that understanding into something most agencies can’t offer: the ability to model the impact of budget decisions before you make them.
Stop optimizing to what you can measure. Start optimizing to what’s actually working.
Most marketing analytics tools tell you which touchpoints received credit. That’s not the same as understanding what incrementally drove your business. When a patient sees your CTV campaign, searches your brand three days later, and converts through paid search, attribution credits search. The real driver was TV. That gap between credit and causation compounds with every budget decision you make.
Media Mix Modeling works differently. Using aggregated data across every channel, (paid, organic, offline, and external ) it measures the true incremental contribution of your marketing investments. That includes the effects that are hardest to see: the brand awareness a channel creates that benefits a different channel, the amplification that happens when two channels work together, and the organic demand that would have existed without any paid effort at all.
The result is a complete picture of what’s driving your performance. And a reliable foundation for deciding where to invest next.
See the Full Picture
MMM captures direct effects, indirect channel-to-channel influences, and the joint amplification that happens when channels work together. None of these are visible to attribution tools, but all of them are shaping your results.
Model Decisions Before You Make Them
Our proprietary forecasting capabilities let you simulate the revenue impact of different budget allocations before committing a dollar. Enter every planning cycle with a clear view of what each option is likely to produce.
Built for How Your Business Actually Works
Your model incorporates offline media, economic variables, weather patterns, competitive signals, and seasonality alongside your digital channels because all of these shape your performance, whether your attribution tools see them or not.
A More Complete Model, Built on a More Rigorous Foundation
Our MMM capability is built on Google Meridian, the most advanced open-source Bayesian statistical framework available. We’ve extended it with proprietary forecasting capabilities that go well beyond what any standard Meridian implementation provides. The result is a model that doesn’t just show you the rearview mirror, it gives you a windshield.
Scenario-Based Budget Forecasting
Before you finalize next quarter’s plan, you can model it. Simulate the revenue impact of shifting budget between channels. Test what happens at different total spend levels. Forecast performance across multiple planning horizons. These are capabilities we built on top of the Meridian platform, not features you’ll find in a standard MMM implementation, and not something most agencies can offer.
Bayesian Modeling That Captures the Whole Truth
Where legacy MMM relied on frequentist regression, our Meridian-based model uses Bayesian causal inference, a fundamentally more rigorous approach. It produces a range of probable outcomes rather than a single point estimate, incorporates prior knowledge from past experiments and industry benchmarks, and models how media effects build and decay over time. It also models your direct and organic traffic together, using Google Query Volume as a control variable so that natural category demand is separated from the effect of paid media. That means paid channels, including non-Google channels, don’t get over-credited for conversions that would have happened anyway.
The Full Picture: Offline, Online, and Everything in Between
Most digital models ignore the channels that don’t live in a dashboard. Ours doesn’t. TV, radio, print, call center activity, economic conditions, weather, and competitive factors all enter the model because they all shape your results. For healthcare and medical device organizations running omnichannel campaigns, this is often where the most important insights surface.
Regional Intelligence for Multi-Market Organizations
Our geo-level hierarchical modeling surfaces insights that national-level models miss: which markets are outperforming, where spend is being misallocated, and which channels have different effects in different regions. For health systems and medical device companies operating across multiple markets, this turns a model into a genuine strategic asset.
Privacy-Safe by Architecture
Our MMM capability works exclusively with aggregated data, no cookies, no device IDs, no individual-level tracking of any kind. It runs inside Compass, our HIPAA-compliant marketing data warehouse, so healthcare and regulated-industry clients don’t need to solve the privacy problem before they can start. It’s already solved.
A Living Model, Not a Static Report
Where traditional MMM produced a report you’d revisit once or twice a year, our models refresh monthly or weekly. Paired with strategic interpretation grounded in more than a decade of healthcare and MedTech marketing expertise, you receive actionable recommendations that move with your business, not a data file that sits on a server.
Already on Compass? You’re Closer Than You Think.
Our MMM capability runs inside Compass, Wheelhouse’s HIPAA-compliant marketing data warehouse. For clients already on Compass, the data infrastructure needed to run a working model is already in place, which means we can move significantly faster than a build from scratch. For organizations new to Compass, MMM can be the catalyst for getting the data foundation your entire marketing program needs.
Either way, the path to your first model is shorter than you might expect.
Built for Organizations Where Measurement Complexity Is the Norm
We’ve designed our MMM offering for privacy-first industries, particularly healthcare systems, medical device companies, and insurance organizations, where the measurement environment is complex by nature. Long patient decision journeys. Regulated media environments. A mix of digital and offline channels. Brand advertising that influences branded search that drives appointment bookings. These dynamics demand a more complete model, and that’s what we’ve built.
Trusted By
Decision-Ready Insights, Not Just Data
Every model we build is paired with strategic interpretation from our marketing sciences team. You receive:
- A clear accounting of what’s actually driving your performance, by channel, by market, and over time
- Quantified indirect and joint effects, so you understand how your channels are working together (and where they’re working against each other)
- Scenario-based forecasts that model the revenue impact of budget decisions before you make them
- A view of which channels still have room to grow and which are approaching saturation
- Offline and external variable analysis, so economic conditions, competitive activity, and seasonality are accounted for, not ignored
- Ongoing model refreshes with monthly or weekly cadence, so your insights stay current
Common Questions
We already have attribution tools. Why do we need MMM?
Attribution tools and MMM answer fundamentally different questions. Attribution tells you which touchpoints received credit for a conversion. MMM tells you what incrementally drove the outcome, including the channels that influenced the journey without appearing at the moment of conversion. As third-party signals continue to erode, MMM provides the more durable measurement signal. Most sophisticated marketing organizations use both, for different decisions.
Is MMM only useful for large organizations?
Not anymore. Traditional MMM required significant investment and months of build time, which put it out of reach for many organizations. Our capability, built on Google Meridian and deployed within our existing Compass infrastructure, delivers sophisticated modeling at a fraction of the legacy cost and in weeks, not months. If you're running meaningful marketing spend across multiple channels, MMM is within reach.
Does Meridian favor Google channels?
No. Meridian is fully open-source and channel-agnostic. The methodology is publicly auditable. The Google Query Volume integration actually works in the opposite direction: it controls for organic search demand so that paid channels, including non-Google channels, are not over-credited for conversions that would have happened without paid media. Our role is to advocate for your budget, not for any particular channel.
What data do you need to get started?
Ideally, at least two years of weekly data across your marketing channels. If you're already a Compass client, much of that data is already structured and ready to model. If you're starting fresh, we'll work with what you have and build toward a complete foundation over time.
How long does it take?
We can deliver a working model in weeks, a significant departure from the six-month timelines that characterized traditional MMM. Ongoing refreshes run monthly or weekly, so the model stays current as market conditions evolve.
Ready to see what’s actually working?
If you’re making budget decisions based on what you can measure rather than what’s actually driving your business, there’s a better way. Let’s build your model.
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