Skip to content

Case Study

SEEK logo

Toying with the idea of marketing mix modelling? Let's cut through the jargon and talk to SEEK about their experience

Author
Claire Bertolus
Published
12 July 2024
Industry
Job Recruitment / Employment Marketplace
Region
APAC
We're Australia's leading marketplace for employment. As you can imagine we have a lot of business metrics coming in. While we can attribute visits to lower funnel marketing, you can't get a complete picture of other parts like brand marketing and sponsorships. That's where MMM really helps give you the complete impact of your end-to-end funnel.
Kevin Alphonso

Kevin Alphonso

Senior Marketing Manager, Seek

Overview

Summary

The article introduces marketing mix modelling (MMM) through a conversation between Mutinex co-founder Matt Farrugia, Kevin Alphonso from SEEK, and Daniel King from Supermetrics. It explores when businesses should adopt MMM, how internal decision-making functions, and demonstrates real-world application at SEEK.

So what is MMM in a nutshell?

MMM is a statistical analysis technique used to measure the impact of various marketing tactics on sales. It analyzes historical data to understand relationships between marketing channels (TV, radio, digital) and subsequent sales outcomes.

MMM helps optimize marketing investments and make better decisions, enabling data-driven actionable insights to improve ROI with granular, real-time decision-making.

When to Adopt MMM

The discussion addresses when businesses should adopt MMM, how internal decision-making processes work around implementation, and the practical benefits and outcomes observed at SEEK — including how the team built executive alignment around the measurement approach before rolling it out across the wider marketing function.

What they said

  • Kevin Alphonso

    Kevin Alphonso

    Senior Marketing Manager, Seek

    Sometimes you can look at channels in isolation, but how do they work across the entire funnel and contribute to each other in the entire lifecycle? That was something we were looking to understand.

  • Matt Farrugia

    Co-founder, Mutinex

    MMM is designed to help you optimise your marketing investments and ultimately make better decisions around marketing. It helps businesses leverage their data to create actionable insights and improve ROI, with a focus on granular real-time decision making.

Keep reading

Previous case study

Lion

Lion Strikes a Balance in Marketing Strategy

Next case study

Youi

How Youi showed brand revenue contribution and ROI to the board on a single page

Turn insights into action today

See how Mutinex helps marketing teams make smarter investment decisions, faster, with confidence.

Request a Demo