Episode 46

Media Mix Modeling is Back in Style

The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback.

This week, Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland and Director of Analytics Jordan Rossler to talk about all things MMM. They’re digging into the pros and cons of the model, how new tools have made MMM more accessible than ever, and the importance of tying marketing investments back to business results.

Topics Covered

• [02:00] Why Facebook, Google and Amazon are adopting MMM

• [04:30] What is media mix modeling (MMM)?

• [05:30] Why marketers aren’t satisfied with last-click attribution

• [10:00] How MMM provides a holistic view of performance

• [13:00] Meta’s Robyn vs Google’s Lightweight

• [16:30] Why MMM struggles to measure brand impacts

• [21:30] How AI will change MMM

Resources:

2023 Adexchanger Article

Today's Hosts