Nearly half of US marketers plan to invest in MMM over the next year

"Nearly half (46.9%) of US brand and agency marketers plan to invest in marketing mix modeling (MMM) over the next year, according to a July survey from EMARKETER and TransUnion. 27.6% of US brand and agency marketers found MMM to be the most reliable marketing measurement methodology, according to the same July survey. Multitouch attribution (MTA) (19.4%) and unified, holistic measurement solutions (18.9%) came in second and third, respectively, in this survey."

"With an increasingly fragmented digital environment, brands and agencies are looking for dependable measurement solutions, especially as marketing teams come under more pressure to prove ROI. Data is from the September 2025 TransUnion and EMARKETER Survey 'Marketing Measurement Confidence.' 196 US marketing professionals were surveyed during July 2025. Among those surveyed, 112 were from an advertising agency, 84 were at a B2B or B2C company, and 167 were personally involved with ad placements or ad buying at their organization."

Nearly half (46.9%) of US brand and agency marketers plan to invest in marketing mix modeling (MMM) within the next year. MMM was identified as the most reliable measurement methodology by 27.6% of respondents, while multitouch attribution (19.4%) and unified, holistic measurement solutions (18.9%) ranked second and third. Increasing fragmentation of the digital environment is driving demand for dependable measurement solutions as marketing teams face heightened pressure to prove ROI. The data come from a September 2025 TransUnion and EMARKETER survey of 196 US marketing professionals conducted in July 2025.

Read at EMARKETER