顧問服務 Advisory Service
每一塊廣告費的真實貢獻，算給你看。我們不代理媒體、不收回扣，所以答案不會偏向任何平台。 We measure what every ad dollar actually contributes. We sell no media and take no rebates — so the answer never favors a platform.
MMM（Marketing Mix Modeling，行銷組合模型）是用統計模型量化每個媒體渠道——電視、數位、OOH、KOL、促銷——真實業績增量的方法。它不依賴 cookie 追蹤、不受 iOS 隱私政策影響，適合月媒體預算 NT$50 萬以上、多渠道投放的品牌。 MMM (Marketing Mix Modeling) uses statistical models to quantify the true incremental revenue of each media channel — TV, digital, OOH, KOL, promotions. It relies on no cookies and is unaffected by iOS privacy changes. Best suited for brands spending NT$500K+/month across multiple channels.
01
每個平台都在搶功 Every platform claims the credit
同一筆訂單，Meta 記一次、Google 記一次、聯盟行銷再記一次。把各平台轉換加總，常常是實際營收的兩到三倍。 The same order gets counted by Meta, again by Google, again by affiliates. Summing platform conversions often yields 2–3× your actual revenue.
02
ROAS 算不出「本來就會發生」的業績 ROAS can't see what would've happened anyway
品牌字廣告攔到的訂單，很多本來就會來。平台 ROAS 把這些全算成廣告功勞——增量才是你該付錢買的東西。 Branded-search ads intercept orders that were coming anyway. Platform ROAS counts them all as ad-driven — but incrementality is what you're actually paying for.
03
看不到線下與長效渠道 Offline and long-effect channels are invisible
電視、OOH、KOL 的效果進不了平台歸因報表，結果是預算系統性地流向「可追蹤」而不是「有效」的渠道。 TV, OOH, and KOL effects never show up in attribution reports — so budget systematically drifts toward what's trackable, not what works.
| 面向Dimension | 廣告預算健診（輕量版）Ad Budget Audit (Light) | 完整 MMM 專案Full MMM Project |
|---|---|---|
| 週期Duration | 約 3–4 週~3–4 weeks | 約 6–8 週~6–8 weeks |
| 適合對象Suited for | 月媒體預算 NT$30–50 萬，或資料尚不完整NT$300–500K/month spend, or incomplete data | 月媒體預算 NT$50 萬以上、多渠道投放NT$500K+/month across multiple channels |
| 方法Method | 歸因異常盤點、重複計算檢查、明顯浪費定位Attribution sanity checks, double-counting review, waste spotting | 跨渠道統計建模，含 holdout 驗證Cross-channel statistical modeling with holdout validation |
| 交付Deliverable | 浪費清單＋資料收集規範＋是否值得做完整 MMM 的判斷Waste list + data spec + a clear go/no-go on full MMM | 各渠道增量 ROI＋預算重分配方案＋監控儀表板Incremental ROI by channel + reallocation plan + monitoring dashboard |
團隊實績：GROVA 團隊成員曾於跨國消費品牌任職期間，建立並維運 136 週的 MMM 全管線——在媒體預算零成長的前提下，媒體 ROI 提升 30% 以上。因保密義務，品牌名稱不公開；洽談時可提供可驗證的細節。 Track record: A GROVA team member built and ran a 136-week MMM pipeline at a multinational consumer brand — lifting media ROI by 30%+ with zero budget growth. Brand name withheld under confidentiality; verifiable details available in conversation.
GA4 與各廣告平台的歸因是「追蹤個別用戶點擊路徑」，只看得到可被追蹤的數位行為，而且每個平台都會把同一筆訂單記到自己頭上。MMM 是由上而下的統計方法：用歷史業績與各渠道投放資料建模，量化包含電視、OOH、促銷在內所有渠道的增量貢獻，不依賴 cookie 追蹤，也不受 iOS 隱私政策影響。兩者互補，但預算分配決策應以增量為準。 GA4 and platform attribution track individual click paths — they only see trackable digital behavior, and every platform credits itself for the same order. MMM is top-down: it models historical revenue against channel spend to quantify incremental contribution across all channels, including TV, OOH, and promotions. No cookies required, unaffected by iOS privacy changes. They complement each other — but budget decisions should follow incrementality.
核心需求是：至少 18–24 個月的週別（或日別）業績資料、各媒體渠道的花費與投放紀錄，以及重大促銷與價格變動的時間點。資料不全時可以先做輕量版廣告預算健診——用現有資料找出明顯的浪費與歸因異常，同時建立資料收集規範，等資料累積足夠再進入完整 MMM。 Core requirements: 18–24 months of weekly (or daily) revenue data, spend and flight records for each channel, and the timing of major promotions and price changes. If your data is incomplete, start with the lighter Ad Budget Audit — it finds obvious waste with what you have, and sets up the data spec so a full MMM becomes possible later.
完整 MMM 專案通常 6–8 週：資料盤點與清理約 2 週、建模與驗證約 3 週、預算重分配建議與交接約 2 週。模型建議每季或每半年用新資料更新一次，讓預算建議跟上市場變化。輕量版廣告預算健診約 3–4 週。 A full MMM project typically runs 6–8 weeks: ~2 weeks of data audit and cleaning, ~3 weeks of modeling and validation, ~2 weeks for the reallocation plan and handover. We recommend refreshing the model quarterly or semi-annually. The lighter Ad Budget Audit takes about 3–4 weeks.
一般建議每月媒體預算 NT$50 萬以上、且同時使用多個渠道（例如 Meta、Google、KOL、OOH）的品牌。預算太低或集中在單一渠道時，統計模型的信心區間會過寬，結論的決策價值就低。這種情況建議先從輕量版廣告預算健診開始。 Generally, brands spending NT$500K+/month across multiple channels (e.g., Meta, Google, KOL, OOH). With low or single-channel spend, the model's confidence intervals get too wide to act on — in that case, start with the Ad Budget Audit instead.
三層驗證：一、統計層面用保留樣本（holdout）檢驗模型預測力；二、商業層面把模型結論與實際促銷、斷貨等已知事件比對；三、行動層面在低風險渠道先做小幅預算調整實驗，驗證增量預估的方向。GROVA 的模型假設、資料來源與計算邏輯全部公開給你的團隊，不是黑箱。 Three layers: statistically, holdout samples test predictive power; commercially, model conclusions are checked against known events like promotions and stockouts; operationally, small low-risk budget shifts validate the direction of incremental estimates. All assumptions, data sources, and logic are open to your team — no black box.
不確定你的預算規模適不適合做 MMM？填寫表單說明你的渠道與大概預算，我們會在兩個工作天內告訴你該做健診還是完整建模——或都不用。 Not sure MMM fits your budget scale? Submit the form with your channels and rough spend — within two business days we'll tell you whether you need the audit, the full model, or neither.
填寫 MMM 諮詢表單 Submit MMM Enquiry →