Bespoke vs Generalised: What’s the Difference?
Bespoke models, while seemingly tailored to your business, come with a hidden cost: built-in bias. They’re like a custom-made suit that fits perfectly today but becomes uncomfortably tight as you grow. This is known as ‘overfitting’: when a model becomes excessively tuned to the training data, and fails to capture the underlying causal relationships between all the changing factors. So when your business state changes – and trust me, it will – that meticulously crafted bespoke model becomes as useful as last season’s fashion trends.
The real kicker? When that inevitable change comes, you’re either misled into making expensively bad decisions that don’t match real-world realities, or you’re back to square one, rebuilding your model from scratch. Either path is a time-consuming cycle that bleeds cash and keeps you playing catch-up.
The Generalised Advantage
Where generalised MMM models shine, is they’re not just models: they’re adaptive frameworks that grow with your business. Unlike their bespoke counterparts, generalised models are built on robust, industry-wide insights. They’re flexible enough to accommodate your unique business nuances without being shackled by them.
So if you’ll allow another analogy: a generalised model is like a Swiss Army knife, ready to tackle a variety of challenges as they arise. Whereas a bespoke model is a specialized tool that becomes obsolete the moment your environment changes and your needs shift. It’s a more efficient, more dynamic, and far more powerful tool — a genuinely competitive alternative.
The Power of Adaptability
In my years working with diverse clients, I’ve seen generalised models outperform bespoke solutions time and time again. They offer:
- Scalability: As your business grows, your model grows with you.
- Consistency: Benchmark your performance against industry standards.
- Efficiency: Spend less time rebuilding models and more time acting on insights.
- Futureproofing: Stay ahead of market changes instead of constantly reacting to them.
The Bottom Line
Choosing a generalised MMM model isn’t about settling for a one-size-fits-all solution. It’s about embracing a dynamic, evolving approach that keeps you agile. It’s time to break free from the comfort of bespoke models. Because adaptability isn’t just an advantage – it’s a necessity for survival.
So, are you ready to embrace a more contemporary, dynamic and accurate approach to MMM? The future of your marketing strategy – and your business – may depend on it.
John Sintras is the President, US & Multinational, of Mutinex.
