Marketing mix modelling (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.
Here is what will be covered in this White Paper:
- - What is marketing mix modelling and what does it offer
- - What are the key considerations when building an in-house capability – People | Data | Process | Technology
- - The benefits of integrating MMM within a media agency