For central marketing teams
Compare markets on the same basis. Review where incremental growth comes from, compare budget scenarios, and bring the trade-offs into your leadership and Finance discussions.
Multi-market Marketing Mix Modeling (MMM)
See what drives incremental sales in each market, compare channel performance, and plan how to allocate budget within and across markets.
- WashingtonWA3.1iROAS
- CaliforniaCA3.4iROAS
- TexasTX4.2iROAS
- IllinoisIL2.8iROAS
- New YorkNY3.7iROAS
- FloridaFL2.6iROAS
Understand what works in each market
See what drove sales in each market
See the incremental sales each channel contributed in each market. Compare the channels behind each market’s result and identify the differences worth investigating.
Sellforte’s Marketing Mix Modeling accounts for local promotions, seasonality and other business drivers. Use the same sales definition and reporting period to put market results on a consistent basis.
Paid searchPaid socialOnline video
California$500k total
220180100
Texas$400k total
140160100
New York$300k total
1209090
0100200300400500
Estimate the return on your next dollar
Response curves show how incremental sales are expected to change as you increase or reduce spend. Use them to assess the opportunity for additional investment in each market.
Compare marginal incremental ROAS (miROAS) at current spend. A market with high average returns may be close to saturation, while another market could generate more incremental sales from the next dollar.
Market A · US example
Average iROAS4.0
miROAS1.2
Market B · US example
Average iROAS3.0
miROAS2.4
Plan budgets within and across markets
Optimize mix within markets
Keep each market’s total budget fixed and optimize how it is split between channels. Use local response curves to find where additional spend can generate more incremental sales.
Compare the proposed channel mix with your reference plan for the same period. Set channel limits and preserve committed spend so each local team gets a plan it can execute.
Market budget stays fixed$500,000
Reference planProposed plan
Paid social
$200k
$240k
Paid search
$200k
$170k
Online video
$100k
$90k
Optimize allocation across markets
Allow budget to move between markets to explore where it can generate more incremental impact across the business. Compare returns on the next dollar across markets while keeping the total budget fixed.
Choose which markets can share budget and preserve local commitments. Compare the proposed allocation with your reference plan using the same planning period, business outcome and reporting currency.
Overall budget stays fixed$1,000,000
Reference planProposed plan
California
$500k
$400k
Texas
$300k
$380k
New York
$200k
$220k
Optimize for sales or new customers
A sales goal focuses on the revenue your marketing generates. A new-customer goal focuses on how many first-time customers it brings in.
Choose an objective supported by your model. Sellforte Optimizer uses that objective across all markets in the plan to recommend how to allocate your budget.
Incremental sales
Additional revenue from new and returning customers.
or
Incremental new customers
First-time customers acquired through marketing.
Connect central analytics with local action
Configure and calibrate models across markets
Sellforte can provide model configuration and calibration tools for your centralized marketing analytics team.
Give your analysts the tools to manage model assumptions and incorporate relevant experiment evidence into calibration. Apply a shared methodology across markets while retaining market-specific inputs and settings.
Channel settings
| Advertising channel | Evidence source | Prior iROAS |
|---|---|---|
| Meta ProspectingMeta Ads | Conversion lift | 3.20 |
| Search GenericGoogle Ads | Geo test | 3.80 |
| YouTubeGoogle Ads | Benchmark | 1.80 |
Prior vs. MMM90% intervals
California · Meta Prospecting
Prior 3.202.00–4.40
MMM 3.482.70–4.26
0246
iROAS
For local marketing teams
Understand your own channel performance and the proposed changes to your budget. Bring campaign plans, promotions, and execution constraints into the review before acting.
Start with the markets that matter to the decision
Begin with one market or a group of core markets. Agree the business outcomes and market-level detail you need, then establish a review process your local and central teams can use as the program expands.
Review the first results with the people who know each market. Use relevant experiments to calibrate the models and agree what the findings mean for the next planning cycle.
Bring every market into your AI workflows
Connect Sellforte MCP to your own AI tools. Work with your market results, run planning scenarios, and combine the findings with the business context your AI can access.
Market performance
You
Which markets drove growth?
AI •••
Let’s compare incremental sales and spend.
Local drivers
You
Why did sales change in New York?
AI •••
Let’s inspect media and other sales drivers.
Channel comparison
You
Where does paid social work best?
AI •••
Let’s compare the same period and KPI.
Marginal returns
You
Where could more spend help?
AI •••
Let’s review response curves by market.
Budget scenarios
You
Keep market budgets fixed?
AI •••
Let’s compare both planning options.
Local constraints
You
Keep our committed spend.
AI •••
Let’s add the limits to the scenario.
Leadership review
You
Summarize the market trade-offs.
AI •••
Let’s build a report from the results.
Business context
You
Add the local campaign plans.
AI •••
Let’s bring those into the analysis.
Prepare a global performance review
Ask your AI to compare incremental sales, spend, and returns across markets. Turn the findings into a presentation or report for leadership.
Investigate a local change
Drill from a market result into the channels behind it. Add campaign plans and local context available to your AI to understand what changed.
Compare budget scenarios
Ask your AI to use Sellforte to compare plans with fixed market budgets and plans that allow cross-market shifts.
Bring local context into the decision
Combine Sellforte results with market plans, budget commitments, and previous decisions from your connected sources.
Multi-market MMM FAQs
What is multi-market marketing mix modeling?
Multi-market MMM measures how marketing contributes to business outcomes across geographic markets, such as US states, regions or countries. Sellforte combines market-specific models with a consistent methodology so teams can compare performance and use the results in local and cross-market planning.
Can we move budget between markets?
Yes. In Sellforte Optimizer, planning groups can keep budgets within each market or allow reallocation across markets. Compare scenarios using the same total budget, planning period, and comparable KPI, with limits that reflect your business commitments.
Does every market use the same model?
Markets use a consistent measurement approach, while local drivers, media response, and calibration evidence can differ. The modeling scope determines which markets have separate results.
How do we compare results across currencies?
Model media spend and sales consistently within each market. Revenue iROAS is a ratio when both use the same currency. To combine sales or budgets across markets, agree the reporting currency and exchange-rate conventions. Keep the sales KPI and period consistent too.
Can we start with a few markets and add more?
Yes. Start with the markets that address your first business question and have suitable data. Adding a market requires its data, model setup, calibration, and validation. A model covering several markets as one group does not automatically provide separate market-level results.
Can evidence from one market inform another?
Relevant experiment results can inform calibration, but the market, channel, campaign setup, and spend level need to be considered. Use local evidence as it becomes available and review each market’s model with the teams who know the business.
Can our central analytics team configure and calibrate the models?
Sellforte can provide model configuration and calibration tools for a centralized marketing analytics team. Analysts can manage model assumptions and use relevant experiment evidence for calibration, applying a shared methodology while retaining market-specific inputs and settings.
Can we optimize for sales or new customers?
Choose from the objectives supported by your model. A sales objective focuses on incremental revenue, while an acquisition objective focuses on incremental new customers. Use the same objective across the markets in your plan so Sellforte Optimizer can compare allocation options on a consistent basis.
Build a better plan across your markets
Bring your market priorities and the budget decisions you need to make. We’ll show you how multi-market MMM can support your teams.
