Domo MMM

Stop guessing which marketing channels work.

With Domo MMM, you can see which marketing investments drive revenue and which don't. Find wasted spend and reallocate budget with confidence.

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OVERVIEW

See where your marketing budget actually drives results.

Marketing leaders spend millions across multiple channels but struggle to answer a simple question: which channels truly drive revenue? Domo MMM (Powered by Stella) analyses your marketing data to show what's working and what isn't, so you can allocate budget with confidence rather than guesswork.

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Get answers in minutes, not months.

Connect your marketing data, configure your channels, and train your model. Domo MMM provides clear recommendations on where to invest more and where to cut back. Every insight is backed by statistical analysis, so you can defend your budget decisions to the CFO.

Use cases

Here are just a few ways Domo MMM helps marketing teams:

CHANNEL ATTRIBUTION

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Understanding which channels drive revenue

Problem

Marketing teams spend millions across paid search, social, display, television, radio, and brand channels, but can't determine which ones actually drive revenue. Current tools give credit to the last click before purchase, which doesn't reflect the full customer journey. Budget decisions rely on intuition rather than evidence.

Solution

With Domo MMM, marketing data is analysed to calculate how much revenue each channel generates. The system accounts for how advertising impact carries over time and how effectiveness changes at different spend levels. Marketing leaders see which channels deserve more budget and which are underperforming, with statistical evidence to support the recommendations.

BUDGET PLANNING

Planning next quarter's marketing spend

Problem

CFOs ask marketing leaders to justify next quarter's budget allocation, but current tools can't show how changes in channel spend affect revenue. Spreadsheets make assumptions that don't reflect how marketing actually works. Teams guess at the right budget mix rather than calculating it.

Solution

Domo MMM analyses how each channel performs at different spend levels, then recommends the optimal budget allocation. The system explains its reasoning - why it suggests reducing spend on some channels and increasing investment in others. Marketing leaders can test different scenarios, set spending limits, and plan with confidence rather than guesswork.

MULTI-MARKET ANALYSIS

Managing marketing performance across regions

Problem

Global brands run marketing campaigns across multiple countries and regions, but effectiveness varies by market. What works in the UK might not work in Germany. Teams need to understand performance by geography to allocate regional budgets effectively, but aggregating all markets together produces misleading results.

Solution

With Domo Premium, multi-level geographic hierarchies allow analysis at country, region, or city level. The model accounts for market-specific seasonality, competitive dynamics, and media consumption patterns. Marketing leaders see which channels work best in each geography and can reallocate budget to reflect regional differences rather than applying a one-size-fits-all approach.

BOARD REPORTING

Proving marketing's business impact

Problem

Boards and executives want to know if marketing is working, but dashboards full of impressions, clicks, and engagement metrics don't connect to business outcomes. Marketing leaders struggle to prove their contribution to revenue in language that CFOs and CEOs understand.

Solution

Domo MMM calculates how much revenue marketing drives beyond what would have happened naturally. The system shows statistical quality checks so boards can trust the analysis. Marketing leaders present clear evidence of their contribution to revenue growth rather than metrics that don't connect to business results.

MARKETING EFFICIENCY

Finding underperforming channels

Problem

Marketing teams continue spending on channels that may no longer deliver results because they lack reliable data. Budgets carry forward year over year without evidence that each channel still performs. Wasted spend accumulates.

Solution

With Domo MMM, channels with low or negative returns are identified automatically. The system highlights channels where additional spend delivers diminishing results and shows where budget could be reallocated. Teams make data-driven decisions to cut underperforming channels and reinvest in high-performing ones.

CAMPAIGN PLANNING

Testing strategies before execution

Problem

Leadership asks questions like "what happens to revenue if we cut paid search by a third?" or "how much should we invest in brand versus performance marketing?" Teams can't answer these questions with confidence because they lack tools to test the impact of budget changes.

Solution

The Scenario Planner lets marketing leaders adjust channel budgets and see projected revenue impact. The system accounts for how effectiveness changes at different spend levels, providing data-driven answers to strategic questions. Teams plan quarterly budgets with evidence rather than spreadsheet assumptions.

CHANNEL OPTIMIZATION

Making the most of current spend

Problem

Marketing teams know their overall budget but struggle to determine the optimal split between channels. Some channels are getting too much investment whilst others remain under-invested. Without understanding performance at different spend levels, teams can't optimize the mix.

Solution

Domo MMM analyses how each channel performs at different spend levels, showing where you get the best returns. The budget optimizer identifies channels with room to grow and channels that have hit limits. Marketing leaders reallocate spend to maximize total revenue within budget constraints.

Capabilities

Get answers you can trust.

Backed by statistical analysis.

Domo MMM provides quality checks so stakeholders can evaluate reliability. The system shows how well predictions match actual results and detects when channel data is too similar to produce trustworthy recommendations. Every estimate comes with a range showing the likely value, not just a single number.

Here are examples of what you can measure with Domo MMM:

See return on spend by channel, showing which marketing investments drive revenue and which don't.

Identify channels where additional spending delivers decreasing results, so you can reallocate budget to better opportunities.

Run automated quality checks before analysis to detect data issues that would produce unreliable results.

Get a range of likely values for all estimates, so you understand the certainty behind each recommendation.

Set up quickly and get results fast.

Marketing teams need answers when planning budgets, not weeks later. Domo MMM trains in minutes, allowing teams to test different options and respond to stakeholder questions during the same meeting. The system checks data quality before training to prevent wasted time on analyses that won't work.

Domo MMM provides the tools to:

Connect your marketing data with automated detection of date, revenue, and spend columns.

Configure how advertising impact carries over time, or let the model estimate it from your data.

Analyse channel performance with multiple visualisations showing returns, revenue contribution, and performance over time.

Export results to PDF for executive presentations, including quality checks and plain-language explanations.

Analyze your data using AI

Domo MMM includes Snowflake Intelligence, so you can explore your marketing performance using natural language. Ask which channels are saturating, where to shift budget, or which investments deliver the best returns. The AI draws directly from your model results to give you answers you can act on, without needing to interpret complex statistical outputs yourself.

Here are examples of what you can integrate with Domo MMM:

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Marketing data platforms

Web analytics tools

Advertising platforms

CRM systems

E-commerce systems

Data warehouses

BI tools

Financial systems

Domo Integration

Unlock the full capabilities of Domo

Domo provides a complete platform for marketing intelligence beyond mix modelling, including data connectors, transformation tools, and governed dashboards at scale.

Data Connectors

Connect to over 1,000 data sources including Google Ads, Meta, LinkedIn, Salesforce, and financial systems.

Governed Dashboards

Build board-ready visualizations with role-based access controls, audit trails, and version management.

Magic ETL

Transform and prepare marketing data without writing code, using a visual workflow builder.

Mobile Access

Share insights with stakeholders on any device through native iOS and Android applications.

Data Warehouse

Store historical marketing data with automatic schema management and incremental refresh.

Workflow Automation

Trigger actions based on model results, send alerts, and automate reporting processes.

Two-Tier Offering

Choose the version that fits your needs.

What's Included:

Domo MMM Premium

Bayesian Marketing Mix Modelling with unlimited channels - calculates incremental revenue by channel, not correlation
1,000+ data connectors - Google, Meta, CRM, e-commerce, everything flows into Domo automatically
Magic ETL with AI SQL Assistant - transform marketing data with drag-and-drop or natural language, no coding required
AI Agents in Domo Workflows - automate budget reallocation, alerts, and reporting based on MMM insights
Snowflake Intelligence integration - ask questions in plain English, get AI-powered recommendations
Advanced budget optimizer with forecasting, multi-market analysis, and custom constraints
App Studio - build custom dashboards and reports with low-code tools, share across organisation
Enterprise governance - role-based access, data lineage, audit trails, certified datasets
Weekly automated refresh via Domo Workflows - continuous optimisation, not quarterly reports

DOMO MMM Snowflake Native App

Bayesian Marketing Mix Modelling available in Snowflake Marketplace
Calculates incremental revenue on a maximum of 10 channels
Budget optimizer with scenario planning powered by Snowflake Cortex AI
Data never leaves your Snowflake environment
Self-service setup
Clear upgrade path to Domo Premium when you need unlimited channels and platform capabilities

Both editions use the same analytical foundation.

The difference is deployment model and feature breadth, not quality of analysis.

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