MMM is a tool that helps allocate marketing budgets across paid search and vehicle nameplates like the Volvo XC90. It prioritizes keywords and ads that convert users into high-value targets or actions leading to purchase. With location data, ads can be optimized to drive consumers to visit dealerships. MMM also measures the "halo effect" of different channels and vehicles working together to inspire consumers to search for Volvo online.

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15. MMM informs how much of my budget should be invested into
paid search, and within search, how much of the investment should
go to a particular nameplate, like our XC90.
Data Driven Attribution prioritizes keywords and ads that convert to
HVT's, or HVA’s, that lead to purchase.
With location data we can optimize to consumer ad exposures that
drive dealership visits

16. MMM measures "halo effect" of channels and
nameplates working together
The key is to know which channels and nameplates give
consumers the impulse to type "Volvo" into the search
bar.
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