A Mini Guide to Marketing Mix Modeling

June, 2024 | By Mass Analytics

Marketing mix modeling (MMM) is seeing a renaissance. In 2023, 60% of US advertisers reported that they were using MMM, and 58% of those not using it were considering doing so in the future, according to Kantar*.

And it’s for good reason. A Deloitte study** found that C-Level leaders who placed high importance on marketing mix modeling were over 2 times more likely to exceed revenue goals by 10% or more.

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