Marketing Mix Model Calibration

Ground Truth for Your Media Mix Models

Marketing Mix Models (MMM) are powerful, but without calibration, they risk steering you wrong. Central Control’s MMM Calibration services provide the experimental "ground truth" your models need to deliver truly actionable insights.

We work alongside your modeling team—internal or external—to validate assumptions, refine coefficients, and correct for bias. Our RCT-based calibration approach ensures your MMMs reflect causality, not just correlation.

How It Works

We use randomized controlled trials (RCTs) across selected regions or time periods to generate clean, causal lift measurements. These experiments serve as anchor points that can be incorporated into your MMM process to:

  • Improve accuracy by benchmarking or constraining model outputs

  • Increase credibility with finance and executive stakeholders

  • Support long-term planning by distinguishing short-term noise from sustained impact

  • Reveal channel synergies and diminishing returns

Whether you're running your own MMM or working with a partner, we provide independent experimental evidence that makes your model more trustworthy and useful.

What We Deliver

  • Design and execution of large-scale geo experiments for key channels

  • Collaboration with modelers to integrate results into your modeling pipeline

  • Insights briefings to help translate findings into action

You can engage us for one-off calibrations, or on a recurring basis to support continuous model improvement.

Who It’s For

MMM Calibration is ideal for:

  • Brands running MMMs in-house

  • Analytics consultancies seeking to enhance model credibility

  • Media owners and platforms proving their value to advertisers

  • Agencies supporting clients with marketing science

Why Central Control

We pioneered scalable ad experimentation using RCTs and bring deep experience in econometrics, media, and analytics. Our platform, Experiment Designer, and our white-glove Consulting and EaaS offerings are built for exactly this type of work.

Let’s Calibrate

Want to improve your MMM’s accuracy and influence? Book a time to meet below and we’ll walk you through the process.