Marketing mix modeling (MMM) is becoming more accessible, but getting started remains a challenge. After several conversations about MMM adoption, I noticed the same question kept coming up: “We believe in the concept of MMM, but we don’t know how to get started.” The answer is that viable open-source platforms have dramatically lowered the barrier to entry. They haven’t lowered the level of expertise required to produce trustworthy, actionable results. Open-source MMM has changed the starting point MMM adoption is accelerating. Almost half (46.9%) of U.S. marketers will invest more in MMM over the next year, and they ranked MMM as the most…
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