"Today's customer journey is more fragmented, faster-moving and harder to track than ever. Consumers switch between platforms, devices and channels in ways that don't follow linear paths, and their decisions are shaped by factors far beyond paid media. Despite this, many organizations still apply marketing mix modeling (MMM) with a decade-old mindset. Annual refresh cycles, siloed ownership and static inputs like channel-level spend, impressions or GRPs remain common."
"Foundational practices still matter when applied thoughtfully. Multi-year data helps establish reliable baselines, and limiting variables supports model stability. But the pace of change in consumer behavior, media and culture means those practices must evolve. New channels, trends, devices and market dynamics constantly reshape how people engage, requiring data that captures emerging channels, real-time behavior and broader market shifts. MMM must reflect that complexity."
Marketing mix models often fail to guide confident decisions because organizations use outdated inputs, ownership models, and refresh cadences. Customer journeys are fragmented across platforms, devices and channels, and decisions are influenced by factors beyond paid media. Legacy assumptions such as linear effects, last-touch logic, annual refreshes and siloed ownership create misleading outputs. Core practices like multi-year baselines and variable limits remain valuable, but must be augmented with emerging-channel data, real-time behavior signals and more frequent model updates. Effective MMM requires cross-functional ownership, broader inputs and an operating model focused on guiding future budget allocation under changing conditions.
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