We combine MMM & science to grow your baseline. So your sales don’t have to start from scratch every month.

We are independent.

MMM built for humans, designed for decisions.

What we do
We help companies measure the value of marketing and invest with precision by combining Marketing Mix Modelling with science.


What we don’t do
No jargon. There's no need for any more complexity. Just clear insights that help you invest smarter and grow faster.


Who we are
We’re reasonable people who care unreasonably much about turning marketing insights into better short- and long-term decisions.


Why join us?
Because clear insights help businesses grow. We work with global brands and fast-growing challengers to understand what drives success.

3 BIG questions

we help answer

What is the financial value of marketing?

Why is this important?

Marketing is a big investment, but do you know how much it actually pays off? We help you see what’s working and what’s wasted, so you can invest with confidence instead of guessing.

If I had one more dollar, where should I invest?

Why is this important?

Every dollar invested in marketing should make a difference for your business. We help you find the smartest place to put it, so it drives real growth instead of just adding to the noise.

Do we need to change to maximise results?

Why is this important?

Every business has different needs—some must save and optimise, others need to invest and grow. We analyse the past to create a plan that maximises your outcome based on your goals.

Clients

We Open Door for Open Minds

Every business faces challenges, but those challenges can become growth opportunities with the right strategy. We’ve helped our clients reach new heights through precise sales forecasting and impactful marketing insights that matter.

  • Ingager

    GroupM

    PwC

    Scream

  • Volvo

    Volkswagen

  • Unicef

    Stockholms stadsmission

    Hjärt- och lungfonden

    Barncancerfonden

  • Bauhaus

    Flygresor.se

    Ikea

    Live it

    Matsmart

    Netonnet

    Skruvat.se

    Tradera

    Åhlens

  • American Express

    Bluestep

    Coop bank

    Danske bank

    Entercard

  • Norrmejerier

    Ramlösa

    Sibylla

  • Bauer Media

    Bonnier

    Facebook

    Google

    Nent Nordic

    Schibsted

    TV4

  • Tele2

    Telia

    Comviq

    Halebop

  • Betsson

    Blixten & co

    Casumo

    Lärarförbundet

    Ryds bilglas

Questions from clients. Fact-based answers.

  • 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.

    Read Case

  • 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.

    Read Case

  • 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.

    Read Case

  • 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.

    Read Case

Testimonials

  • "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

  • “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

  • “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

  • “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