How to unlock the full potential of AI-driven marketing measurement with Adobe Mix Modeler.
Discover three impactful ways to improve marketing measurement and planning with accuracy, speed and scale.
Redefining marketing measurement for enterprise.
Marketing leaders face growing pressure to increase ROI, cut inefficiencies and respond to shifting market dynamics quickly, while legacy measurement tools struggle to keep up. Adobe Mix Modeler brings in a unified solution wherein performance, spend and data are managed and delivered with speed and accuracy — powered by AI.
61% of marketers say better and faster marketing mix modelling is essential for long-term scenario planning and can unlock future growth.
Source: eMarketer
52% of CMOs and marketing leaders say they were successful in proving the value of marketing and receiving the credit for helping meet enterprise objectives.
Source: Gartner
47% of CMOs say their organisation views marketing as a cost centre, rather than a profit centre.
Source: Gartner
Optimise and boost ROI with Adobe Mix Modeler.
Adobe Mix Modeler, built on Adobe Experience Platform, is a modern, AI-powered marketing measurement and planning solution. It unifies performance, spend and factors data to quickly deliver insights at scale — empowering marketing teams to make confident, data-driven optimisation decisions.
Mix Modeler empowers marketers to:
- Measure incremental performance across all channels.
- Build marketing plans that optimise ROI.
- Optimise in-flight campaigns.
Three use cases for Adobe Mix Modeler.
Use case #1: Measure incremental performance across channels.
The challenge: Marketers are drowning in siloed data. Signal loss, walled gardens, oversimplistic measurement methods and channel fragmentation make it difficult to understand the true incremental impact of marketing investments.
The solution: Mix Modeler uses patent-pending AI and machine learning techniques to harmonise diverse datasets and unify results across multiple measurement methodologies to deliver the most comprehensive view of your marketing performance. This unified view allows marketers to:
- Understand incremental, channel-level impact on business outcomes like revenue or conversions.
- Gain accurate insights across paid, earned and owned channels — online and off-line touchpoints.
- Incorporate testing results, prior learnings and expert input to flexibly configure scalable models.
- Surface the underlying data behind each model for greater transparency and flexible reporting.
Business impact
After implementing Adobe Mix Modeler, a multinational software company achieved:
time savings in its marketing workflows.
Source: Adobe Mix Modeler Customer POC results
Use case #2: Build marketing plans that optimise ROI.
The challenge: Building effective marketing plans is difficult when managing across regions, teams and channels — often leading to fragmented, labour-intensive workflows. Traditional measurement systems add to the challenge — they’re too disjointed and slow for rapid scenario planning or agile decision-making.
The solution: With Mix Modeler, marketers can:
- Integrate measurement insights and planning capabilities in one intuitive interface.
- Ask more exploratory “what-if” questions and quickly iterate, without draining time or resources.
- Reallocate spend confidently when performance, budgets or market dynamics shift.
- Support strategic decision-making by highlighting clear trade-offs in a side-by-side view.
Business impact
After implementing Mix Modeler, Adobe achieved:
increase in return on media spend over 5 years.
Source: Adobe
One Adobe customer used Mix Modeler to achieve:
After implementing Mix Modeler, Adobe achieved:
reduction in cost per acquisition (CPA).
Source: Adobe Mix Modeler Customer POC results
Use case #3: Optimise in-flight campaigns.
The challenge: Traditional measurement systems rely on annual or bi-annual reporting cycles, leaving marketers without the timely insights needed to adjust campaigns in the moment and improve performance.
The solution: Mix Modeler ingests in-flight campaign data and delivers up to date insights within hours. Marketers can:
- Identify performance gaps, revenue and ROI opportunities mid-campaign.
- Reallocate spend using the latest incrementality metrics.
- Make the most of unexpected budget to hit ROI, revenue and other top goals.
Business impact
After implementing Mix Modeler, Adobe saw:
increase in digital subscriptions driven by media.
Source: Adobe
Ready to transform your marketing measurement?
Marketing leaders can no longer afford to wait for insights that arrive after the fact. With Adobe Mix Modeler, you can unify your data, measure what matters and continuously optimise.
This comprehensive, AI-powered solution empowers faster decisions, smarter investments and measurable growth.
Learn how to get started with AI-powered marketing measurement in Adobe Mix Modeler.
Sources
Adobe, "Adobe Improves Marketing Efficiency and ROI with Data-Driven Insights," Adobe Customer Success Stories, 16 December 2024.
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