Why your Agency should be offering 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.

If they are not already ahead of this trend, media agencies should capitalise on it now to help clients through these challenges and seize the incremental revenue opportunity. It might seem daunting but building an in-house MMM capability is achievable for all agencies by following some simple steps that de-risk the process.