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We’ve all been there – you’re trying to understand how one Marketing Mix Modeling (MMM) tool or solution differs from another, but it’s frustratingly difficult.

We’ve all been there – you’re trying to understand how one Marketing Mix Modeling (MMM) tool or solution differs from another, but it’s frustratingly difficult.

As marketing measurement technologies continue to evolve, eCommerce and Direct-to-Consumer (DTC) brands are turning to Marketing Mix Modeling (MMM) to optimize their advertising spend. Marketing Mix Modeling (MMM) enables brands to make data-driven decisions with greater precision than ever before. Here are five key trends shaping MMM for eCom/DTC brands in 2025.

As marketing measurement technologies continue to evolve, eCommerce and Direct-to-Consumer (DTC) brands are turning to Marketing Mix Modeling (MMM) to optimize their advertising spend. Marketing Mix Modeling (MMM) enables brands to make data-driven decisions with greater precision than ever before. Here are five key trends shaping MMM for eCom/DTC brands in 2025.

How much additional sales are truly generated by your marketing efforts? It’s a question that marketing teams grapple with daily—and one that CFOs and CEOs expect to be answered with hard data and rigorous measurement methodologies. Yet too many marketers struggle to prove that their campaigns deliver measurable, incremental growth.

How much additional sales are truly generated by your marketing efforts? It’s a question that marketing teams grapple with daily—and one that CFOs and CEOs expect to be answered with hard data and rigorous measurement methodologies. Yet too many marketers struggle to prove that their campaigns deliver measurable, incremental growth.

If your annual media spend is below $5 million, traditional Marketing Mix Modeling (MMM) vendors might tell you that their service isn’t the right fit for you, because you're not big enough.

In statistical validation of Marketing Mix Models (MMM), one of the most frequently discussed metrics is R-squared (R²). It is often used as one metric to assess the statistical quality of a model, but its interpretation can be misleading if not fully understood. In this article, we’ll break down what R2 represents, its limitations, and how marketers should use it in their decision-making process.

In statistical validation of Marketing Mix Models (MMM), one of the most frequently discussed metrics is R-squared (R²). It is often used as one metric to assess the statistical quality of a model, but its interpretation can be misleading if not fully understood. In this article, we’ll break down what R2 represents, its limitations, and how marketers should use it in their decision-making process.

If your annual media spend is below $5 million, traditional Marketing Mix Modeling (MMM) vendors might tell you that their service isn’t the right fit for you, because you're not big enough.