Domo MMM: Marketing Measurement That Actually Works, Now with Snowflake Intelligence

If you are a marketing leader spending serious money across multiple channels, you have probably experienced the frustration of not knowing what is actually working.

Attribution platforms track clicks and conversions online, but they cannot see the TV campaign that drove people to search in the first place. They cannot measure the billboard that planted the seed or the podcast ad that built familiarity over weeks before someone finally converted. And they rely on cookies and device tracking that are becoming increasingly unreliable as privacy regulations tighten.

The result is a fragmented picture. You know what happened in your digital channels, sort of, but you have no confident view of how your entire marketing mix is performing. When the CFO asks where the budget should go next year, you are working from incomplete data and educated guesses.

Marketing Mix Modelling was designed to solve exactly this problem. MMM is a statistical approach that analyses aggregate data to measure the true incremental impact of every channel on your business outcomes. It works across online and offline. It does not rely on cookies or user tracking. It captures effects like brand advertising that build over time and offline channels that have no click to measure.

The methodology has been around for decades, and the large consultancies have been selling it for just as long. The problem is that traditional MMM projects cost hundreds of thousands of pounds, take six months to deliver, and produce static reports that are already out of date by the time you receive them. The insights are valuable, but the delivery model makes them impractical for most organisations.

Domo MMM changes that.

What Domo MMM delivers

Domo MMM is a full Bayesian Marketing Mix Model that runs on your data inside the Domo platform. It is not a simplified calculator or a rules-based estimate. It uses PyMC-based Bayesian inference through the StellaMMM engine, which means you get genuine statistical modelling with uncertainty quantification on every result.

When the model tells you that paid search contributed £2.1M in incremental revenue last quarter, it also tells you the range within which that figure likely falls. That 95 percent credible interval might be £1.8M to £2.5M. This matters because marketing measurement without confidence bounds is just a number without context. Knowing the uncertainty helps you make better decisions about where to place your bets.

The model captures how marketing actually works in the real world. Doubling your spend on a channel does not double your results because you eventually hit saturation. Running a campaign today produces effects that linger for days or weeks as people remember and eventually act. Domo MMM models both effects explicitly, so the outputs reflect reality rather than a theoretical straight line.

Before training begins, the system validates your data. It checks for multicollinearity between channels that would make the results unreliable. It looks for gaps and sparsity that would compromise the estimates. If your data has problems, you find out before investing time in a model you cannot trust.

Once training completes, you get channel-level performance metrics, including incremental revenue and iROAS for each channel. You can see how much of your total revenue comes from marketing activity versus baseline demand. You can examine how contributions have changed over time.

The budget optimiser is where most teams spend their time. You set your total budget and any constraints, minimum or maximum spend per channel, and the system calculates the allocation that maximises expected revenue. It accounts for saturation, so it will not recommend pouring unlimited money into a channel that is already maxed out. This is the tool that turns insight into action.

Scenario planning lets you test changes before committing. What happens if you cut TV by 30 percent? What if you shift budget from brand channels to performance? What is the revenue impact of increasing investment in a channel that appears to have headroom? You can model these questions and see projected outcomes before making the call.

Now with Snowflake Intelligence

Domo is a launch partner for Snowflake Intelligence, and we have integrated it directly into Domo MMM.

Snowflake Intelligence allows every employee to securely talk to all their company's data in one place using natural language. For Domo MMM customers, this means you can ask questions about your model results in plain English.

Which channel is performing best? How did Q3 compare to Q2? Is display showing signs of saturation? The system understands the context of your specific model and responds with answers drawn from your actual results.

This is useful when you want to explore the data without clicking through multiple screens, or when someone on the team needs to understand the results without a full walkthrough. Marketers who are not proficient in SQL or Python can engage deeply with data using everyday language.  

Your data remains securely within Snowflake boundaries with no data egress to external parties.  

It does not replace the budget optimiser or scenario planning. Those remain the core tools for turning insight into decisions. Snowflake Intelligence simply makes it easier to explore and interrogate your results along the way.

Domo and Snowflake: A Powerful Combination

Domo MMM sits within a broader ecosystem that makes it particularly effective.

Domo has always been about putting data to work. Not just storing it or visualising it, but connecting it to decisions and actions across the organisation. The platform brings together data from hundreds of sources, transforms it into something usable, and gets it into the hands of the people who need it. Marketing teams use Domo to consolidate campaign data from dozens of platforms, track performance in real time, and share insights with stakeholders who do not want to log into five different tools.

Snowflake has become the foundation for how modern organisations manage their data at scale. It separates storage from compute, handles structured and unstructured data, and provides the governance and security that enterprise IT requires. More than 12,000 organisations run on Snowflake, and that number keeps growing because the platform genuinely solves hard problems around data sharing, collaboration, and performance.

The combination matters because marketing measurement does not exist in isolation. Your MMM results are more valuable when they connect to your broader marketing data, your finance systems, and your customer data. Domo makes those connections possible. And when your underlying data platform is Snowflake, you get the scale, security, and governance that serious organisations require.

Snowflake Intelligence is the latest example of this partnership delivering something genuinely useful. Snowflake Intelligence enables users to ask complex business questions in natural language, leveraging both structured and unstructured data. By integrating this into Domo MMM, we have made it easier for teams to explore their model results without needing technical skills. But the real story is the broader capability: two platforms that work well together, each doing what it does best, combining to give marketing teams measurement they can trust and act on.

For organisations already using Domo, adding MMM is straightforward. For those on Snowflake who want to keep everything in one environment, the Native App is available. Either way, you get the same statistical rigour and the same ability to finally answer the question: what is our marketing actually delivering?

Getting started

If your current marketing measurement leaves you uncertain about what is actually driving results, or if you are making budget decisions based on incomplete data and intuition, Domo MMM is worth exploring.

The model runs on your data, delivers results in days rather than months, and gives you the tools to optimise spend and test scenarios before committing. Snowflake Intelligence makes the results easier to explore.  

Explore Domo MMM.