Kuwalyst MMM is an always-on Marketing Mix Modelling platform that gives brands and agencies a continuous, causal understanding of what truly drives their sales and KPIs, and where to invest next.
Unlike traditional MMM projects delivered as quarterly reports, Kuwalyst MMM runs continuously, automatically recalibrating as new data, experiments and market signals come in.
What Kuwalyst MMM does:
Causal sales & KPI decomposition
Kuwalyst MMM breaks down your total sales and KPIs into their true causal drivers — separating media contribution from all non-media factors including seasonality, pricing, promotions, weather, competitor activity, distribution changes, brand equity and macro-economic events.
Saturation & diminishing returns
Identifies the saturation point of each channel and media investment, so you know exactly when additional spend stops generating incremental returns.
Adstock & advertising carryover effects
Models the delayed and decaying impact of advertising over time, capturing how today's campaign spend influences sales weeks or months later.
Cross-channel interactions
Measures how channels amplify or cannibalise each other, revealing the true synergies and conflicts across your media mix.
Continuous experiment-based calibration
Automatically integrates lift test results, geo experiments and A/B tests to validate and recalibrate the model — ensuring your MMM reflects ground truth, not just statistical correlations.
Prescriptive budget recommendations
Goes beyond reporting: delivers clear, actionable guidance on how to reallocate budget across channels to maximise ROI at your current spend level, and at any budget scenario.
Built for:
Marketing science teams, data-driven brands and agencies that want MMM to be a continuous operating system for their marketing strategy, not a one-off project.
Built by a team from Meta Ads ML, Rakuten Advertising and P&G. Deployed on sovereign EU infrastructure, GDPR-complian
