The MMM Gap - How Marketers are Navigating the Shift to Marketing Mix Modeling

How much should you be paying for Marketing Mix Modeling (MMM)? How do you make day-to-day tactical decisions when MMM isn't that granular? Should you go with open source MMM solutions, or stick with a vendor?Join Jim and Simon in this in-depth discussion about the current state and future of Marketing Mix Modeling (MMM). They cover the evolution of open-source MMM platforms like Meta's Robyn, Google's Meridian, and PyMC Marketing, and explore their pros and cons. They also discuss the implications of AI-driven ad units and the challenges they pose for measurement.


📺 ⁠⁠⁠Watch on YouTube⁠


Links from the show:

00:00 Introduction and Greetings00:44 Discussing the State of MMM02:02 Exploring MMM Platforms08:33 Quick Tangent - Baseball and Data Analytics09:41 Comparing MMM Packages12:23 Open Source MMM and Future Trends25:45 The Origin of PyMC Marketing26:54 Comparing Open Source Options29:23 The MMM Gap: Challenges and Solutions31:55 Triangulation and Platform Data39:53 The Role of AI in Ad Buying49:50 Future of MMM and Industry Trends

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Cookies are going away, Apple is limiting the data you can collect, and privacy regulations are making it difficult to target and measure the way we used to. If you're a marketer or analysts wondering how to measure your campaigns' performance, we're here to help you! Join Jim Gianoglio and Simon Poulton on the Measuring Up podcast, where they talk to marketers, analysts, and founders who are in the trenches of this new measurement world. You'll learn the best practices, tips, and actionable advice from people who've been in your shoes.