Mastering the Art of Marketing Mix Modeling (MMM)
Marketing mix modeling (MMM) has been on the table for data-driven marketers for decades. If you understand its potential, you know its importance. However, nuances are at play – and I would say it’s not quite getting its due in the marketer’s day-to-day. As someone deeply entrenched in data analytics, I’ve seen firsthand how MMM can illuminate the path forward or obscure it with false promises. To help clear the way, here’s a candid look at when to leverage MMM, when to hold back, and how to get the most out of it for the long term.
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