Marketing Mix Modeling for Ecommerce

Marketing mix modeling (MMM) for ecommerce is a statistical approach that measures the incremental revenue impact of marketing across digital and offline channels.

Unlike attribution models that assign credit to clicks, ecommerce MMM quantifies how much each channel actually drives sales — accounting for seasonality, promotions, pricing, and external factors.

Last-click attribution assigns 100% of credit to the final interaction before conversion, typically overvaluing branded search and retargeting.

Marketing mix modeling measures incremental impact across the full funnel, including awareness channels and offline media. It reveals what truly drives revenue — not just what captures demand.

Traditional MMM focuses on channel-level insights.

Sellforte’s ecommerce MMM goes further by delivering campaign- and ad-set–level recommendations, powered by marginal incremental ROAS (miROAS).

This enables teams to:

• Scale or pause specific campaigns
• Adjust bids based on incremental return
• Simulate revenue impact before changing budgets

Sellforte measures incremental impact across:

• Paid Search (including branded and non-branded)
• Paid Social
• Video & Display
• Performance Max
• Affiliate & Marketplace advertising
• TV, Radio, Print and other offline media

All channels are analyzed within one unified, causal model.

With Sellforte, onboarding typically takes 1–2 weeks.

Data integration takes around 30 minutes, after which the platform begins generating incrementality-based insights and optimization recommendations.

Yes. Sellforte is built for complex ecommerce, DTC, and retail environments where:

• Paid media is the primary growth engine
• Revenue spans ecommerce, marketplaces, and physical stores
• Promotions and pricing impact demand
• Seasonality and external factors influence performance

Our Bayesian MMM models are calibrated with incrementality experiments to handle this complexity.

Sellforte uses Bayesian Marketing Mix Modeling, calibrated with geo tests and conversion lift studies where available.

Attribution data is not ignored — it is incorporated as a model input to improve granularity and campaign-level insight.

This combination improves robustness and operational accuracy.

miROAS measures the incremental return of the next marketing dollar — not historical average ROAS.

This allows marketers to:

• Identify diminishing returns
• Allocate budget more efficiently
• Make forward-looking optimization decisions

miROAS shifts optimization from reporting to decision-making.

Sellforte is purpose-built for enterprise ecommerce, DTC, and retail organizations with:

• Significant media investment
• Multiple markets and channels
• Daily campaign-level optimization needs

For complex commerce environments, MMM provides the financial-grade rigor needed for confident investment decisions.