How Supermetrics and Seeda power MMM models to deliver +18% sales uplift

Marketers in 2025 have more data than ever. Google, Facebook, TikTok, TV, radio - the list keeps growing. But the truth is, more data doesn't mean more clarity. For most teams, it means confusion, wasted time, and tough decisions made on gut feelings.

Michael Kingston, CEO of Seeda, explains, "Marketers today are making decisions based on instinct and flawed in-platform data."

That's why Seeda was created. Their mission is to quickly transform messy, scattered marketing data into actionable insights and predictions.

And to make that possible, Seeda built its MMM offering on top of Supermetrics and became a Supermetrics Partner .

From fragmented data to strategic insights in just 30 days

Seeda specializes in marketing mix modeling (MMM) , a data science approach that helps marketers understand what's working across digital and offline channels. Traditionally, MMM has been complex, expensive, and out of reach for all but the biggest players. But Seeda promises to deliver MMM in just 30 days.

Step 1: Getting data MMM-ready together

To build an accurate MMM model, you first need complete data . Missing data sources don't just create gaps; they bias the results.

That’s why Seeda partnered with Supermetrics to get marketing data truly MMM-ready. Supermetrics Marketing Intelligence Platform makes it possible to connect every source in one place, even offline. With everything connected, Seeda can be confident that the MMM is built on the full picture , not partial data.

Getting the data in is only half the challenge. The real value comes when it's transformed into something usable.

Step 2: Blending data in BigQuery

Supermetrics doesn't just connect Seeda's data sources; it allows them to be standardized and blended. Digital, offline, and sales data are aligned into a single consistent structure before landing in BigQuery. That way, Seeda's data scientists can move directly into data modeling instead of spending weeks cleaning and reconciling spreadsheets.

Step 3: From data models to actionable insights and better decisions

With all the data in BigQuery, Seeda can build a custom MMM algorithm for every client. Seeda then works with marketers to translate the outputs into strategies they can trust and act on.

Instead of leaving teams with another dashboard to interpret, the MMM outputs highlight what's working and what isn't, and how to shift budgets for maximum ROI. For marketers who are often stretched thin, this clarity makes the difference between gut-feel decisions and science-backed strategies.

Customer results: how El Jannah optimized spending, resulting in 5% uplift in sales

One standout example is El Jannah , an Australian fast-food chain with 50+ physical stores.

El Jannah already used Supermetrics to centralize all of its data, but it struggled to turn those insights into actions.

Working closely with El Jannah's team, Seeda used Supermetrics’ Custom Data Import to bring all their data together:

• Digital channels like Google, Facebook, TikTok, and more.
• Offline media such as radio, TV, and out-of-home.
• Delivery partners like Uber Eats and DoorDash.
• Sales data from 50+ physical stores.

With this complete dataset now flowing into BigQuery, Seeda and El Jannah built a custom MMM model to see how each channel contributed to results.

One insight stood out: radio advertising . For years, the team wasn't sure if radio was worth the investment. The model proved it was one of their strongest channels.

But the bigger story was the overall optimization. By reallocating budgets across digital, offline, and sales channels based on the model's recommendations, El Jannah achieved a 5% uplift in sales without increasing its overall budget.

Partner Impact: Scaling MMM With Supermetrics

El Jannah's results are not a one-off. This reflects how Seeda delivers MMM consistently across its client portfolio when the underlying data foundation is reliable, complete, and built for scale.

By standardizing and centralizing marketing data in BigQuery, Supermetrics has enabled Seeda to operate faster, with greater confidence and consistency across its entire client portfolio. Faster onboarding, improved data quality, and predictable costs have all contributed to Seeda’s ability to scale its MMM services.

Since implementing Supermetrics as its core data platform, Seeda has seen:

• A 28% improvement in close rates, as prospects gain confidence in the underlying data infrastructure
• Near-instantaneous data integration, allowing Seeda to deliver MMM models in under 60 days
• An 80% reduction in data integration effort, shifting analysts' focus from pipeline management to insight delivery
• A 23% uplift in data quality, directly improving model accuracy and client trust

Michael says, "Switching to Supermetrics from Fivetran has been a huge win for us, immediately ending the anxiety of consumption-based pricing. The real game-changer, though, is how Supermetrics handles the heavy lifting for data transformation before it hits BigQuery. We're not just saving a fixed cost; we're actively avoiding the bloated, historical consumption charges that used to be buried in both Fivetran's invoice and our own BQ bill. It's a massive, two-fold cost saving and a simpler, more efficient data pipeline."

Ready to see similar results in your client portfolio?

El Jannah is just one case. Across its client base, Seeda sees the same story play out: marketers go from overwhelmed to confident, and results follow.

• 18% average sales uplift through smarter budget allocation
• Hours saved every week by eliminating manual data work
• Confidence in decision-making, even across offline channels, which were once thought to be “unmeasurable.”

Supermetrics makes it simple to connect, blend, and standardize all your marketing data in one place. Get your data ready for measurement models like MMM or for AI. Whether you’re working with a partner like Seeda or building your own MMM capabilities, Supermetrics gives you the foundation for confident, growth-driving decisions.