Pace measures & optimises
your marketing mix for
more effective growth
We are independent MMM experts, based in Sweden
3 BIG questions
we help answer
What is marketing’s real financial value?
Measurement + Evidence
We quantify the return of every channel, giving you the hard evidence needed for smarter capital allocation.
Where should the next dollar go - and why?
Marginal ROI + Effectiveness
Every dollar must deliver measurable growth. We show where the next one creates the highest return.
How do we grow faster and profit more?
Strategy + Implementation
Whether you scale back or invest more, we ensure every decision strengthens both growth and profitability.
We might be one of the smallest MMM specialists in the world
But we’ve worked with over 50 brands, from global icons to bold challengers.
That experience helps us make each new project smarter than the last.
Could the next one be yours?
Questions from clients. Fact-based answers.
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Is it wise to prioritise reach over conversions?
We tested whether prioritizing reach over conversions is smarter. For one client, we shifted media investments in three markets, and our MMM analysis found that reach drove 50% more incremental sales. Learn more on LinkedIn.
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Sales promotions, is it worth it?
Chapter 10 of How Brands Grow reveals that they mostly attract existing customers and infrequent buyers, leading to shrinking margins. Rethink your strategy and discover more insights on LinkedIn.
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What happens if your brand goes dark?
We worked with a B2C client who decided to drastically cut their advertising investments. Inspired by an Ehrenberg-Bass Institute study, we explored the short and long-term impacts of this decision. Discover the insights on LinkedIn.
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Why does your baseline outsmarts incremental sales?
Like an iceberg, most of your sales lie below the surface. While chasing ROI boosts incremental gains, it often overlooks the baseline that drives sustainable growth. See how one brand uncovered this truth on LinkedIn.
Testimonials
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"Over the years, across various workplaces and brands, I’ve collaborated with Rikard and Pace to uncover what truly drives sales. Rikard’s educational visualizations of complex multivariable regression models (MMM) have simplified our media selection and, most importantly, guided us in making the right decisions to increase sales. Intuition and experience can take you far, but data-driven insights take you even further!"
Benjamin Holmred, CEO at Magna Nordics
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“The partnership with Pace has greatly enhanced American Express’s ability to plan long-term, reduce reliance on cookies, and improve cost-effectiveness in the Nordics. Rikard’s methodical approach to data analysis provides a sense of security, as he always has a handle on the numbers. His ability to stay current with the latest research and translate it into strategic decisions has enabled us to reach more people for less money and drive more sales in the Nordics.”
Henrik Wedberg, Media Director at American Express
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“Ingager has worked closely with Rikard Wiberg at Pace for several years and with multiple clients. Rikard is an adept leader who combines analytical precision, a deep understanding of marketing science, and long-term vision to achieve results. He excels at translating complex data into practical strategies, educating the team on the latest trends, and ensuring alignment. I highly recommend Rikard to any organization seeking a visionary leader to enhance team performance and achieve long-term success.”
Fanny Hammarlund, Client Director at Ingager
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“When we started our journey, my team and I were new to the world of MMM. Rikard was patient and generous with his knowledge, and thanks to his guidance, we are now much more well-rounded marketers in analytics. We look forward to continuing to track and optimize our baseline sales growth, having moved away from an incremental approach. I highly recommend Pace to anyone looking to better understand their advertising spend and make wiser budget decisions.”
Samuel Werngren, Director at Creme Digital
