MMM reporting

Marketing mix model results – model fit, decomposition and carry-over.

Quick period

Model

From

Compare with previous period

Actual KPI

478,294

+87.3% vs previous period

Media-driven KPI

143,668

+93.2% vs previous period

30.0% of total

Media investment (k)

266,718

+85.1% vs previous period

Media ROI

3.23

+4.4% vs previous period

Effect per invested krone

KPI decomposition

From structural base through key drivers, seasonality and each media channel to the modelled KPI for the selected period

Contribution share