Mapping Innovation: Building Tools for Insight and Visual Storytelling

QuickMMM: Making Media Mix Modeling Simple for Marketers In today’s fast-moving marketing world, waiting 5 months and spending $200K+ on traditional Media Mix Modeling (MMM) just doesn’t work. Enter QuickMMM — a fast, approachable tool that gives marketers media insights in hours, not months. Try it now 👉 mmm-turbo-insights.lovable.app 💡 The Problem: Traditional MMM Is Too Slow, Too Expensive Takes too long Costs too much Delivers insights when it’s too late to act 🧠 What is QuickMMM?...

It always starts the same way. A user types: “What’s the best multivitamin for women in their 30s?” “Healthiest soda alternative?” “Best travel insurance for a family trip to Italy?” But they don’t click a search result. They don’t scroll through 10 blue links. They ask ChatGPT, Perplexity, or Gemini, and they get a confident, summarized answer. If your brand isn’t mentioned in that response, you don’t exist in that moment....

It always starts the same way. A campaign wraps, and the team pulls up the performance report. The click-through rate? Above benchmark. CPM? 30% lower than the platform average. There’s a general sense of relief, maybe even celebration. Everyone’s nodding. Job well done. But then someone asks the one question that doesn’t show up on the dashboard: “Did it actually drive anything?” That’s when things get murky. Benchmarks: The Rental Tux That Sort of Fits Benchmarks have become a go-to comfort metric in media analytics....

Stop Asking for Data You’ll Never Use The Real Problem Isn’t the Dashboard. It’s How We Treat Data as a Checklist, Not a Conversation. Analytics teams are constantly asked for everything: “Can you pull media spend, website traffic, sales lift, creative performance, even click text and session duration?” And they deliver. Hours go into cleaning data, joining tables, building charts, uploading decks, and updating dashboards — most of which barely get used....

Why Every Media Team Needs a Measurement Playbook (Not Just a Dashboard) If you’ve ever felt lost in the maze of media analytics jargon—MMM, incrementality, geo-testing—you’re not alone. But what if I told you these aren’t just buzzwords; they’re your roadmap to mastering media performance? Let’s dive in and demystify how these analytics tools actually work—and how you can leverage them to move from tactical execution to strategic mastery. Marketing Mix Modeling (MMM): Beyond the Rear-view Mirror MMM might sound like staring at your past data through a foggy window....