MMM is hard.

Whether you like media mix modeling or marketing mix modeling, getting all your data is hard, onboarding to an MMM tool is hard, comparing to market trends is hard, sanity checking is hard.

But there is an easy button for MMM.

And it's called Singular.

In this Growth Masterminds, host John Koetsier chats with Singular CTO Eran Friedman about Singular's new MMM product, with:

- total spend coverage

- fully automated onboarding

- market trends baked in automatically

- direct comparisons with direct attribution results for sanity checking

MMM isn't attribution, per se. Nor is it a replacement for SKAN, for Privacy Sandbox on Android, or GAID. But it does offer huge utility in incrementality checking and measuring results in hard-to-measure channels and media.

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