The Rise of Marketing Mix Modeling

marketing mix modeling, AKA, MMM, or econometrics. It's a toolbox of statistical methods that are used by marketers to understand the impact of their marketing investments against key business metrics like volume, sales, or profit. But despite all of these excellent benefits, it's also developed a reputation for being quite unwieldy and expensive. Six out of 10 brands, according to our research, don't actually use MMM at the moment.