Marketing Mix Modeling (MMM) has re-emerged as the gold standard for marketing performance measurement, decision support, and planning to make sense of the multilayered, interdependent options from which you must assemble your marketing strategy and choose your marketing investments.
With Google’s commencement of third-party cookie deprecation, multi-touch attribution (MTA) is fading as the formula for identifying what drives consumers to action. Concurrently the explosion of marketing and media channels has created a complex landscape of investment options, and the factors that challenge your business performance are changing with lightning speed.
The right MMM partner can leverage the power of superior analytics, to realize the full predictive power of MMM in a complex modern media world, but different vendors will have different approaches so it’s important to ask questions.
As you’re planning your media strategy in the cookieless world, this guide explores ten points to consider when leveraging the modern MMM.