Top 5 Mid-Market MMM Software for Medium-Sized Ecommerce Brands ($50M–$1B Revenue)

If you’ve worked as a marketer in a rapidly growing ecom brand, you’ve probably experienced the challenges in optimizing spend allocation across digital channels. You've most likely seen conflicting ROAS estimates from ad platform attribution, last-click attribution and/or multi-touch attribution, and struggling to decide which one to trust.

Luckily, Marketing mix modeling (MMM) has recently advanced to a level it's a real alternative for ecommerce brands, finally offering campaign & ad set level recommendations that performance marketers in ecommerce teams need to do their job well.

In this article, we'll review the top 5 mid-market marketing mix modeling software options for medium-sized ecommerce brands ($50M-$1B in revenue). We'll break down where each option performs well, what are the limitations to consider, and what are the situations to which each option is best suited for.

1. Sellforte: The Next-Gen Leader in Marketing Mix Modeling

Overview: Sellforte is a Next-Gen Marketing Mix Modeling platform, specializing in Ecommerce, DTC and Retail. Sellforte is the most advanced MMM solution, providing spend & bidding recommendations for each campaign & ad set.

Pros:

• Battle-tested platform: Strong public references across large enterprise ecommerce businesses (such as Bonprix) and rapidly growing ecommerce brands (such as Represent)
• Most advanced technology: Sellforte provides optimal spend and bid value for each campaign & ad set based on Marginal Incremental ROAS (miROAS) 
• Optimization focus, supported by AI: Advanced features for spend optimization, ranging from use-case specific optimization views to AI Agents
• Scales as your grow: Includes enterprise-grade features, such as measuring offline media, modeling all sales channels (ecom, retail, Amazon,..), modeling Promotions, Experiments, Optimizer

Cons:

• Purely focused on Ecommerce, DTC and Retail. Might not be the right solution for B2B companies or FMCG brands without own online or retail store
• Focused on measuring and optimizing media spend, and not catering to other ecom use-cases, such as inventory management

Best for: Ecommerce businesses who want the most advanced MMM solution for optimizing media spend on channel-level and campaign/ad set level. Contrary to other mid-market MMM software, Sellforte is enterprise-grade and can scale with the business as offline media and new sales channels are taken into use.

2. Measured

Overview: Measured is a media mix modeling platform that helps brands understand incremental sales impact of media and optimize spend. 

Pros:

• Measures incremental ROAS and estimates response curves across channels
• Incrementality testing included in the platform
• MMM is calibrated with incrementality tests

Cons:

• Lacks tactical optimization features: No bidding recommendations for campaigns & ad sets.
• Optimizer tool has limited forward-looking window. For example, it does not provide optimal annual spend allocation
• Lighter modeling than full Marketing Mix Models: Promotions not measured or included in the model

Best for: Mid-sized ecommerce businesses who are not promotion-intensive and not looking for a platform that provides bidding recommendations for campaigns & ad sets.

3. Keen Decision Systems

Overview: Keen’s platform centers on marketing mix modeling and optimization with an explicit goal of connecting marketing investment to revenue/profit and bridging marketing + finance planning. 

Pros:

• Measures the ROI of media across channels
• Has an optimizer tool for media planning
• Dedicated features for CPG / FMCG brands, such a demand planning

Cons:

• Limited ability to support digital teams in optimization due to lack of campaign & ad set level measurement and recommendations
• No daily updates
• No analysis of marketing experiments
• Headcount has remained stable (source: LinkedIn) 2024-2026, suggesting challenges to grow

Best for: Brands, especially in CPG / FMCG, who want to understand channel level performance, but not optimize digital spend on a granular level

4. Recast

Overview: Recast offers MMM and geo testing, positioning itself as a robust and science-backed MMM.

Pros:

• Helps marketers measure media ROI on channel level
• Analysis of geo experiments included in the platform
• Heavy customization of models to each customer

Cons:

• Measurement available only on a high-level: Does not measure incremental sales or Incremental ROAS for campaigns & ad sets
• Technologically, has started falling behind the industry: No AI in the platform; Does not use signals based on digital data (such as as attribution data, clicks & impressions) in the analysis
• Slow compared to modern MMMs: No daily updates

Best for: Mid-sized brands for whom channel-level measurement is sufficient

5. Liftlab

Overview: LiftLab positions itself an agile marketing mix modeling platform, combining MMM, experimentation, and AI-assisted insights.

Pros:

• Enables marketers to measure media ROI on channel level
• Experiments are part of the platform
• Similar to Sellforte, Liftlab is among the small number of MMM providers who have introduced AI to their platform

Cons:

• Lacks campaign & ad set level spend and bidding recommendations
• Modeling is lighter than with more comprehensive marketing mix models, e.g., weather not included
• No daily updates

Best for: Mid-sized ecommerce brands who are looking for support in allocating spend across channels (but not necessarily across campaigns and ad sets)

Conclusions

The choice MMM for mid-sized ecommerce businesses with $50M-$1B in sales comes down to one question: How important is it for you to optimize spend across campaigns & ad sets, in addition to optimizing spend allocation on the higher channel-level?

Choose Sellforte if you're looking to get the full benefit from MMM by optimizing campaigns and ad sets.

Consider also Measured, Keen, Recast, Liftlab, if optimizing campaigns & ad sets is not a priority and channel level spend allocation is your primary optimization use-case.

To learn more, book a demo with Sellforte.

Authors

Lauri Potka is the Chief Operating Officer at Sellforte, with over 15 years of experience in Marketing Mix Modeling, marketing measurement, and media spend optimization. Before joining Sellforte, he worked as a management consultant at the Boston Consulting Group, advising some of the world’s largest advertisers on data-driven marketing optimization. Follow Lauri in LinkedIn, where he is one of the leading voices in MMM and marketing measurement.