MMM - Implementation Timeline
Overview of the MMM Implementation Process
The Marketing Mix Modeling (MMM) implementation process is structured into 9 distinct phases designed to ensure a seamless and efficient onboarding experience. Each phase addresses a critical component of the project, from defining the scope and collecting data to building and interpreting the model, presenting results, and supporting customer adoption. This process ensures that customers receive actionable insights tailored to their business needs and are equipped to fully integrate MMM into their decision-making.
While Rockerbox will drive the majority of steps, the customer’s input is crucial for success. Customers are expected to answer questions about their business, use cases, and goals to ensure the model delivers optimal results. The "Data Collection - Customer" phase is the one stage where the customer will be primarily responsible. During this phase, the customer must provide key data for the model, including historical spend, sales, and other relevant variables. This phase is also the most variable in terms of timing; the quicker the customer completes this stage, the sooner the implementation can progress to the next steps.
Key Timelines:
- Initial Data Scoping (2 Weeks): The first two weeks are focused on validating and aligning on the right data. This covers the Presales, Business Consulting, and Implementation Kickoff phases.
- Customer Data Collection (Variable): The duration of the customer-driven data collection phase can range from one week to over a month, depending on the complexity and availability of the data.
- Final Implementation (~5 Weeks): Once all customer data is received, the remaining steps—including Data Collection - Rockerbox through Customer Presentation phases—are more predictable, typically taking about five weeks.
The table below outlines each phase, its purpose, and the estimated time required:
Phase No. | Phase Description | Purpose | Responsible Party | Estimated Duration |
1 | Presales | Define project scope, data requirements, and key business questions to be addressed. | Rockerbox | N/A |
2 | Business Consulting | Understand the customer’s business, align on goals, and confirm the technical inputs and model targets. | Rockerbox | 1 week |
3 | Implementation Kickoff | Review existing data, define additional data needs, and set up an onboarding portal to manage the data process. | Rockerbox | 1 week |
4 | Data Collection - Customer | Collect historical data (e.g., spend, sales, and relevant variables), validate its accuracy, and integrate it into MMM training data. | Customer | Variable. Anywhere from 1 week to 1 month+ depending on customer. |
5 | Data Collection - Rockerbox | Merge customer-provided data with Rockerbox’s data sources, ensure consistency, and prepare the training dataset for modeling. | Rockerbox | 2 weeks |
6 | Model Development | Build and validate the marketing mix model to ensure accuracy and reliability, producing analyses to meet customer expectations. | Rockerbox | 2 weeks |
7 | Model Interpretation | Analyze and interpret model results, creating clear, actionable recommendations aligned with the customer’s objectives. | Rockerbox | 1 week |
8 | Customer Presentation | Share model results, ensure understanding among stakeholders, and establish a plan for applying insights. | Rockerbox | N/A |
9 | Customer Adoption | Support the customer in integrating MMM outputs into their decision-making and planning processes. Train customer on using the MMM product within Rockerbox. | Rockerbox | N/A |