Questions brands ask before they start measuring.

Marketing mix modelling (MMM) is a statistical method that uses your weekly ad spend and sales history to estimate how much each channel, online and offline, really adds to sales, after seasonality, festivals and discounts. It works from totals, not from tracking individual people, so it still works as cookies and tracking get weaker.

No. Those reports count every sale an ad touched, including sales that would have happened anyway, and each platform gives itself the credit. We start from your actual sales and work backwards, so the number is usually lower than the platform shows, and more useful.

No. Mix modelling is best for setting budgets across channels. Attribution is better for day-to-day decisions inside a channel. We use both and show you where they disagree.

No. Your campaigns keep running. A test compares what sold with the ads against what would have sold without them, usually by changing spend in a few cities.

Every result comes with a range, not a single magic number. Before we show findings, the model has to predict weeks of your sales it hasn’t seen. Where tests have been run, their results are used to check and adjust the model. Where the data is too thin to say, we say so.

Our own proprietary model, used together with established open-source mix modelling methods. We don’t publish the full technical breakdown, but the data, assumptions and checks are written up with every report, and we’re happy to show on a call how the model holds up on your own data.

Both. Anil and our analysts build and check the models and walk you through the findings and a written plan. Your data and results sit in your own workspace on our platform, which only your team can open.

Anil is on the first call. After that, Anil and the analyst on your project go through every report with you. We don’t publish our analysts’ names; you meet yours when the project starts.

An ad spend check takes about three weeks from getting your data. Full measurement gives first results in four to six weeks, then a refresh every month.

No. You get plain-language findings: which channels to grow or cut, what a budget change is likely to do and how sure we are. If your team wants the detail, we’ll walk through the full model.

We measure ads run by anyone: your in-house team, another agency or us. The method is shared in writing, and the report shows bad news as plainly as good news, including about our own campaigns.

The ad spend check is a fixed fee. Full measurement is a project or a monthly retainer. The price depends on how many channels and how much data there is, and you get it in writing after a 30-minute call.

BaselineMix is now part of Plotme. The same founder and the same methods, now offered alongside our marketing work.

Enough to get a reliable read: a modest monthly budget is enough for an ad spend check, and a larger budget across several channels supports full mix modelling. We confirm whether your spend is enough on the first call, based on your channels and how much data you have. If your spend is too small for a reliable answer, we’ll tell you so.

Weekly ad spend by channel and weekly sales, leads or enquiries. An ad spend check needs 6–12 months of history; full measurement needs 1–2 years. Prices, discounts and offline marketing dates make the model better.

No. Most brands start that way. Cleaning and joining the data is part of the work.

No. We ask only for read-only access, so we can see spend and results but can’t change budgets, campaigns or settings. Exports work too.

Your data is stored hashed, so it can’t be read in the database, by us or by anyone else. It can only be viewed inside our platform, in your organisation’s own workspace, and only your team has access to it; our staff can’t enter your organisation. Client data is deleted one year after the contract ends, or within 30 days if you email anil@plotme.io. The Privacy Policy has the full detail.

Yes. We can sign a non-disclosure agreement before you share anything, and a data processing agreement for the project, on request.

Your data is stored hashed, so it can’t be read in the database, by us or by anyone else. It can only be viewed inside our platform, in your organisation’s own workspace, and only your team has access to it; our staff can’t enter your organisation.

We follow India’s Digital Personal Data Protection Act, 2023. For clients and visitors elsewhere, we respect the rights their own law gives them: the GDPR in the EU and UK, US state privacy laws such as California’s, and the UAE’s Personal Data Protection Law. The Privacy Policy lists the providers we use and notes that some store data outside India.