White Paper: Media Measurement: MMM, MTA or both?

Why Marketing Mix Modeling?

Marketing mix modeling (MMM) is experiencing a resurgence as the deprecation of the cookie leaves marketers looking for measurement options that can help them make better investment decisions.

That said, disaggregate digital marketing data still holds value and should not be ignored.

Here is what will be covered in this White Paper:

• How and why marketing mix modeling can be used in conjunction with disaggregate digital media data to achieve better outcomes
• An example of how relatively straightforward approaches can often be the best choice
• The benefits of using multiple types of measurement data