"According to December 2025 data from Feedvisor, 61% of US retail business decision-makers are employing media mix modeling to effectively measure incrementality in their marketing strategies."
"Retail brands should leverage the insights from this data in their measurement strategy discussions, particularly highlighting the importance of media mix modeling over other attribution methods."
A significant 61% of US retail business decision-makers utilize media mix modeling (MMM) to assess incrementality. This data, sourced from a December 2025 Feedvisor report, indicates a strong preference for MMM in measuring marketing effectiveness. Retail brands are encouraged to incorporate this information into their measurement strategies and media planning meetings. The gap between MMM and multi-touch attribution (MTA) can serve as a benchmark for evaluating current measurement practices, emphasizing the importance of prioritizing media mix modeling in attribution strategies.
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