Evolving measurement: The democratisation of Marketing Mix Modelling (MMM)

Marketing mix modelling (MMM) has often been viewed as a high-cost measurement tool – provided by specialist teams and only suitable for multi-million-pound advertising budget brands – but recent changes could potentially democratise this measurement approach.

Recent developments in online privacy and data analytics are altering how marketers measure the impact of their campaigns. For over a decade, the most popular marketing measurement method has been digital attribution, a deterministic measurement solution based on tracking individual users online. But the ongoing deterioration of data signals means digital attribution is recording fewer conversions, and marketers are questioning how reliable it is as a standalone measurement framework.

Simultaneously, there’s been something of a quiet revolution in Marketing-Mix Modeling (MMM), a form of econometric analysis that’s been the preferred measurement solution of big advertisers for decades. The holistic, “top-down”...

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