How to apply Marketing Mix Modeling in industries with offline conversion

Many businesses face a common reality: their conversions don't happen online. Clinics, car dealerships, educational centers, real estate agencies, banks... all share the challenge of investing in digital and traditional marketing, but closing sales through physical or non-directly traceable channels.

This has left many brands feeling blind when it comes to measuring effectiveness. How do you know if a Facebook campaign influenced someone to book a doctor's appointment? Or if a TV campaign motivated a visit to the showroom?

The good news: Marketing Mix Modeling (MMM) is precisely the methodology that allows us to resolve this uncertainty, because it does not depend on user data or direct attribution.

Why MMM Works for Offline Conversions

Analyze the impact of each channel using aggregate data: you don't need to know who bought, just how much you invested and what results you achieved.

Captures the cumulative and delayed effects of advertising— ideal for long decision-making processes such as those in healthcare, automobiles, or education.

It allows you to model signals close to conversion: such as site visits, brand searches, or contact forms.

Real application examples

1. Private Clinic: A network of clinics used MMM to model the relationship between their media investment (radio, TV, and search engines) and scheduled medical appointments by specialty. They found that regional radio campaigns had a stronger incremental effect in certain areas of the country, greater than digital campaigns.

2. Automotive Dealership: A car brand with physical locations used MMM to estimate how TV and OOH campaigns influenced showroom visits. They identified that the most effective channel varied by car type (SUV vs. city car) and region.

3. Technical-vocational education center Through MMM, a school was able to detect that its traditional media campaigns were generating brand searches, which were then translated into contact forms and registrations. With this information, they redirected part of their digital budget to local press in specific communities.

What variables can you model if you don't have the direct conversion?

Even if you don't have digital sales, you can use other variables as a proxy:

• Appointments (in clinics)

• Contact forms or calls received

• Visits to the premises

• Traffic to the contact or pricing page

• Brand searches on Google

These variables can be used as a target (dependent) or as part of the funnel to model influence by stage.

How NeuroRadar does it

NeuroRadar automates MMM modeling with Robyn and adapts data for each industry. We focus on:

• Define the best target variable for each business.

• Separate the channels by type and intensity of contact.

• Detect intermediate intent signals (such as brand traffic).

• Identify the channels that generate physical visits, even if the sale occurs weeks later.

  
  

Conclusion

If your business isn't closing online sales, that doesn't mean you can't measure. In fact, MMM was designed for contexts where conversion isn't immediate or traceable. And if you have a robust model like

NeuroRadar's, you can make much smarter investment decisions.

And you? Are you measuring the impact of your offline campaigns or are you making a blind decision?