m5 Media Mix Model Media mix optimization is one of the best ways to improve marketing success, when it’s done right. Unfortunately, marketers often find themselves battling with the process in a manner lacking the science necessary to do it right. Money Mailer Direct Marketing’s m5 Media Mix Model is the science of multi-channel media selection. It can help your company increase its marketing ROI by quantifying how different media combine to affect incremental sales, highlighting areas of insufficient or excessive investment and, ultimately, reallocating media resources optimally. The m5 Media Mix Model optimizes the combination of media used to help attain marketing goals. Its metrics consider the reach, frequency, audience, and format of every medium in determining which combinations of media are best for testing based on marketing requirements. The model considers all direct and mass media and can incorporate any media already being used into the testing process. Combined media efforts deliver better marketing performance than would be expected based on the performance of individual media. Transference, repetition, and combined reach explain some of these multimedia synergies, and the best way to find the most of them is with the appropriate set of sophisticated testing procedures and measurement metrics, which is exactly what the m5 provides.