A convergence of factors such as accelerating digital transformation, the crumbling of the cookie due to privacy regulations, evolution of marketing from campaigns to continuous communication, and trade channel fragmentation, is forcing marketers to re-evaluate marketing effectiveness measurement techniques. Marketing Mix Modelling (MMM) is riding this wave and making a comeback.
However, this is not the “old MMM” which was often slow, in-actionable, and expensive. Next-generation MMM solutions are contemporary, faster, calibrated with ground truth experiments, and automated with Artificial Intelligence and Machine Learning. They offer marketers the cost, scale, and speed advantages they need and deliver the ‘always-on’; decision support marketers have come to expect from modern marketing-measurement tools.
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This white paper was first published in leading consumer goods industry publication, Consumer Goods Technology (CGT).
