Marketing Mix Modeling Made Simple for Game and App

What is MMM?

Marketing mix modeling (MMM) is a way for companies to see how their advertising and marketing activities affect their overall user acquisition and revenue. By looking at data, MMM helps businesses understand which marketing efforts work best and how to spend their money wisely. MMM is important for digital marketing, helping companies adjust their strategies to boost sales and profits.

Marketing Mix Modeling (MMM) analyzes how different marketing channels impact revenue and user engagement of your mobile games or apps over time. Optimizing MMM can increase ROAS significantly for mobile games guiding them towards a good ROAS of 4:1 for your game. Understanding what is MMM, helps marketers maximize efficiency and achieve measurable results. While MMM provides a broader perspective on long-term marketing impact, Multi-Touch Attribution (MTA) zooms in on individual customer journeys.

Why MMM Matters for Mobile Games

• Creative Insights: According to Appsflyer, dynamic creatives lead to 9% greater conversion on Google ads and 4% greater CTR on TikTok ads.
• ROAS Predictions: If even one-tenth of the ad budget is redirected towards rewarded ads (ads that give users in-game rewards for watching), it can result in a significant increase in app installations. In a recent Google study, 50% of users reported that they would be less satisfied with their app experience if rewarded ads were removed.
• Data Monitoring: For developing a stronghold in the gaming market, tools like the Robyn MMM package, created by Meta, or Lightweight MMM, also known as the Bayesian marketing mix modeling library, built by Google scientists, can be used for MMM to adjust tactics and budget allocation.

Channels for Media Mix Modeling:

For mobile games and apps, the media mix includes digital channels like social media ads, playable ads, influencer partnerships, and app store optimization to reach a wide audience. By using a mix of these methods, companies can reach more people and make sure their message is seen or heard in many places. Here’s a simplified breakdown of how you can use a mix of media channels to market your game effectively:

1. Paid Advertising Channels

Paid ads are the main way to drive performance and gain users.

• Ad Networks & DSPs
  • Google Ads & Meta Ads: Use these platforms for wide reach across search results, apps, and social media.
  • TikTok Ads: Capitalize on TikTok’s viral nature to engage with a younger crowd.
  • AppLovin & Unity Ads: Reach gamers directly with in-app ads.
• Programmatic & DSPs
  • The Trade Desk & Amazon DSP: Buy ads programmatically to increase efficiency and target users effectively.
• OEM Ads
  • Huawei, Xiaomi, Samsung: Run ads on devices like Huawei and Xiaomi to reach a huge Android audience.
• Search Ads
  • Apple Search Ads & Google Play Search Ads: Show up at the top of app store searches to get noticed quickly.
    
    

2. Organic & Social Media Channels

These channels help build awareness and a loyal community.

• App Store Optimization (ASO)
  
  • Google Play & Apple App Store: Optimize your app’s page with the right keywords, good ratings, and creative assets.
• Social Media (Owned & Viral)
  • Instagram, TikTok, YouTube: Share fun, engaging videos like Reels, Stories, and Shorts to connect with your audience.
  • Reddit & Discord: Tap into active gaming communities to create buzz about your game.
• Influencer Marketing
  • YouTube, TikTok, Twitch: Partner with gaming influencers who can promote your game to their followers.

3. Affiliate & Reward-Based Advertising

Get incentivized installs and post-install events.

• Rewarded Ads
  • Tapjoy, Fyber, AdColony: Run ads where users can watch a video or take an action in exchange for in-game rewards.
• Referral Programs
  • Friend Referrals: Encourage players to invite friends by offering in-game rewards.
    
    

4. Offline & Cross-Promotion

Extend your reach beyond digital platforms.

• CTV & OTT Ads
  • Roku & YouTube TV: Advertise on smart TVs to reach users who aren’t just on their phones.
• Billboards & Metro Ads: Place ads in high-traffic locations to get noticed by potential players.
• Cross-Promotion Networks
  • Chartboost & Unity Cross-Promo: Promote your game across other apps or your own games to get more installs.

By mixing these channels, you create a balanced strategy that reaches a wider audience and drives both installs and engagement.

What is MTA (Multi-Touch Attribution)?

Multi-Touch Attribution is a way for companies to see which of their ads or marketing actions helped drive a conversion event. Instead of giving all the credit to just one ad, it shares the credit amongst all the ads a user saw before performing the conversion event. This helps companies know what works best.

Media Mix Modeling vs. Multi-Touch Attribution

MMM marketing provides a macro view of channel performance, while multi-touch attribution (MTA) focuses on individual user journeys. For mobile games, media mix modeling is more effective, accounting for seasonality and platform trends—key factors in 2.5 billion global gamers’ behaviour.

Key Differences Between MMM and MTA

FAQs:

1. How does MMM provide for other factors such as seasonality in its planning?

MMM also involves factors like holiday periods, market trends, and competitor activities so that one gets to know how the ads perform well during holidays or other periods.

2. Is it possible to use MMM and MTA simultaneously?

Yes, but this is best done by using MMM at the macro level and MTA for more detailed user experiences at the micro level of marketing.

3. How often should MMM analysis be done?

When it comes to mobile games in particular, MMM is best performed at least once a quarter or after some MAJOR campaigns to be able to make the necessary corrections and unveil the correct prognosis ASAP.