fundamental tool that helps me analyze and automate intelligently to obtain a positive return on our marketing efforts.

has a nice and easy to use interface from the desktop or mobile device, its tools allow us to massively examine all the data that allows us to predict results that improve our ROI.

it is updated and for me it is better than other web analysis programs, I have no complaints with this software.

It's a no fuss marketing tool. Gets the job done, but could be better with some more features and documentation.

I like how easy it is to generate and transform loads of variables to use in the model. I like how straightforward the tool is. The support team is great at getting up and running with the tool.

I wish it had some more built-in features like holiday calendar variables. Looks very plain, missing some quality of life features such as easy access to ROI curves and marginal ROIs. Can be unintuitive at times and needs a better self-help documentation built in or a in a nice wiki.

It's clearly been designed for advanced work, with log-linear modelling and SEM modelling built-in as standard a particular plus. It's also well-equipped for pooled regression, something that other suppliers are less capable of.

The issue for MassTer is the user experience / interface. There's just way too much clicking to get things done, you tick what you want on/off then you have to press run, or go to another screen and then press OK or save. Then if you want to change your model, that's another couple of buttons. Remove some variables? There's a few more screens to go through...

The first Modelling Software specifically developed with MMM in mind. It stands head and shoulders above the crowd. User-friendly but with a depth of features and a great support team. A premium product with a consistent price tag. Buy if: you want to bring your analytics capabilities to the next level, or punching above your weight.

I would say there are many layers in MassTer. The top ones are easy to use/user-friendly/straightforward: creating new variables, running models, testing variables outside of the model, extract data, diagnostics, quantify. From day one you will see an efficiency gain from using MassTer (it's faster and you can pick more media channels). But there are other features that are even more powerful and it takes a while to master. Pool models, Log-Linear models (with their different setting options), and optimization. This is not to say that are hidden or cumbersome. But rather are sophisticated in nature and, despite MassTer is doing a great deal of work to make them accessible to you, you still need to make conscious decisions. In other words, MassTer makes you more efficient, but a skilled analyst still will extract more value from the tool. The sales team and the support team are top notches. They are available, quick to respond, and they really know your job and the challenges you are facing every day (data, models, insights, client relationship, costs, business opportunities etc.). They are young and talented and they speak excellent English. The software is evolving every day and what you get is not something off the shelf. It's being tailored around your business.

You need to pay attention to the file size (aka: the number of variables you create): over 30k it slows down performance. You need to save often both the model and the workfile. The ambition is to have a 1 stop shop for analytics. We might get there but, unless you really know the tool, you would still need to do some excel work on the back of it (a lot less than what you think). Price

Overall, a very good experience with MassTer, helped by the great customer support. Not always intuitive to use but the positives outweigh this heavily, as it looks nice, is quick and flexible.

- Worked well: produced good models with interesting results, which we were able to turn into insights for our client - Very useful functionalities (which we did not all use) such as predicting & optimising spend, or different modelling algorithms - Very 'modern' feel, and graphs are quite flexible, looks nice when presenting software to client - Super quick to export data from tables and graphs, which made it easy to output coefficients or curves into Excel or PowerPoint - The support was excellent: not only the one-to-one training at the start, but also during the project with Bechir going to great lengths to help us improve our models in time-pressured scenarios

- Not always intuitive or easy to use: some important operations are hidden in some buttons, it would be worth having a 'description' or 'help' pop-up box next to the different buttons - Operations have to be repeated when creating new projects with different data sources (but quite quick once you get used to it) - for example, creating monthly calendar variables is not easy at all