Nederlands 
English Marketing Mix Modeling
for e-commerce
Webshops run on multiple channels that claim each other's conversions. Marketing Mix Modeling shows which channel actually drives your revenue, so you allocate budget by contribution rather than by platform reports.
The measurement problem of the modern webshop
A growing webshop advertises on Google, Meta, TikTok and affiliates, sends email, and often also runs TV or radio. Every channel reports its own success. The sum of those claims is structurally above actual revenue.
At the same time, classical measurement is becoming unreliable. Third-party cookies are disappearing, iOS limits tracking and the customer journey runs across multiple devices. Last-click and multi-touch are losing their grip.
The result: budget is allocated on intuition and on the channels that make the strongest claims, not on the channels that add the most revenue.
How Datafy attributes webshop revenue
Datafy builds a model on your own data and translates it into concrete budget decisions.
All channels in one model
Google, Meta, TikTok, affiliates, email, TV and radio are analysed together against your actual webshop revenue.
Incremental contribution
You see which revenue would not have existed without a channel, corrected for brand traffic and retargeting.
Budget advice per channel
Based on the saturation curve, Datafy advises where additional budget delivers a return and where it is better reduced.
No cookie dependence
The model runs on aggregated data and remains reliable as third-party tracking disappears.
What it delivers
E-commerce teams working with Datafy allocate budget by actual contribution. Saturated channels give up budget, undervalued channels gain room, and revenue per euro invested increases without the total budget growing.
The reporting also adds up to actual revenue. For the e-commerce manager that means steering on ROAS and CPA with figures that are correct. See also marketing ROI calculation and the feature Cross-media Attribution.
Frequently asked questions
Does Marketing Mix Modeling work for smaller webshops?
MMM works best for webshops with a significant media budget across multiple channels and at least one year of history. With a small budget on a single channel it adds less value.
Which data sources does Datafy connect for a webshop?
Among others: Google Ads, Meta Ads, TikTok Ads, affiliate networks, Google Analytics 4, your e-commerce platform such as Shopify or WooCommerce, and offline media data such as TV and radio.
How quickly do I see results?
A first model is possible as soon as sufficient historical data has been connected. The model becomes more accurate as more predictions are tested against reality.
Does MMM replace my Google Analytics?
No. GA4 remains your source for on-site behaviour. MMM uses aggregated data to determine the contribution per channel. They complement each other.
Know which channel drives your revenue.
Book a demo and see Marketing Mix Modeling working on your webshop data.