How Media Mix Modeling Increased ROAS for a Regional Law Firm

The Result

By leveraging Media Mix Modeling, New Path Digital uncovered inefficiencies, optimized spending, and delivered powerful results.

• 24.51% Increase in ROAS
• 19% Increase in Total Potential Cases
• Optimized Media Budget by Shifting Investment to High-Performing Channels
• Culture of Testing for Continued Optimization

What Is Media Mix Modeling?

Media Mix Modeling (MMM) is a data-driven approach that determines the true impact of each advertising channel on revenue. By analyzing historical data and using advanced machine learning models, we helped a regional law firm optimize media spend for maximum return.

The Challenge

• Declining ROAS – Dropped Below 6X
• Market Saturation Concerns
• Budget Allocation Uncertainty

How We Did It

The media budget was heavily weighted toward traditional channels like TV and OOH, but the data told a different story. We deployed Media Mix Modeling to analyze past performance, uncover inefficiencies, and build a smarter allocation strategy.

• Data-Driven Analysis
  
  • Media Spend Breakdown (2017-2020)
    • TV – 50%
    • OOH – 23%
    • Digital – 14%
    • Radio – 13%
  • Multiple Linear Regression Model
    To maximize Return on Ad Spend (ROAS) and optimize media allocation, we leveraged Multiple Linear Regression (MLR)—a proven statistical model that identifies the most impactful factors driving conversions. This approach:
    • Identified digital spend as the only statistically significant driver of conversions.
    • Provided a clear, data-backed formula to measure how each channel contributed to performance.
    • Eliminated budget inefficiencies by reallocating spend based on actual impact, not assumptions.

• Strategic Reallocation
  The data was clear — digital was underfunded compared to its impact on conversions. We shifted the budget accordingly and optimized the mix.
  • Increased Digital Spend
    Higher returns validated the need for more investment.
  • Optimized TV, OOH, & Radio
    Adjusted based on interaction modeling insights.
  • Incrementality Testing
    Structured tests ensured continued media efficiency.
  • Media Spend Shifts (2021-2022)

    

    • Digital – 40.38%
    • TV – 33.28%
    • Radio – 5.23%
    • OOH – 21.11%
• Measurable Growth
  The impact was immediate — higher conversion rates, a stronger returnon ad spend, and a new framework for ongoing media optimization.
  • Potential Cases Increased by 19%
    
    • Personal Injury: +23%
    • Social Security Disability: +8%
    • Veterans Disability: +42%
    • Workers’ Compensation: +14%
    • Everything Else: +42%
  • ROAS Increased by 24.51%
    • 2021: 4.93X
    • 2022: 6.14X

How Your Law Firm Can Do It

Many businesses overspend in underperforming channels without realizing it. Media Mix Modeling helps uncover which channels drive the most value, where to optimize budgets, and how to maximize return on investment.

• Are you spending more than $2M annually on media?
• Do you advertise across multiple channels (TV, digital, radio, OOH)?
• Are you unsure if your budget is working hard enough?

If so, Media Mix Modeling can unlock hidden efficiencies in your marketing budget. We help brands like yours maximize media ROI, optimize spending, and drive higher returns.

Blog Last Updated on 2 days by New Path Digital