Still Hesitating to Adopt Marketing Mix Model (MMM)? Don’t.
Happy New Year All,
In 2017, I made a prediction that MMM will be huge in the coming years. I even wrote my now famous post “MMM 101” in 2017.
However, at that time many told me I am dead wrong and that MMM will be dead soon too !!
Fast forward now I think my prediction was more than right 😊
I am going to make one more prediction today – MMM will be in demand for at least next 5 years and more.
Why?
Because accurate market measurement and attribution will only matter more in the coming years.
📌 MMM is the most holistic and biggest incrementality test you can ever run
MMM is perhaps the only method that lets you abstract the marketing reality as close as possible by virtue of it letting you include almost all the variable affecting the marketing KPI that you want to measure.
MMM is also the only test that provides you both the incrementality and the base sales (organic sales) all in one single snapshot through contribution charts.
📌 But Why Do Companies hesitate to adopt MMM?
I think it all boils down to lack of education. Since 2017, both Venkat Raman and I have penned around 500 posts, blogs and articles on MMM alone.
Yet people still have misconceptions like :
❌ MMM is just correlation
❌ MMM is expensive
❌ MMM takes 3 months (we provide the final MMM outputs within 2 weeks of getting all the data)
❌ MMM require million dollar investments in each channel
❌ MMM can’t provide you granular insights on campaigns (at least we can through our patent pending GTA technique).
📌 The silver lining
It is important that the C-level responsible for MMM adoption truly understands what MMM is, what it can deliver and what are its limitations.
In 2024 Dec, we started our MMM workshops. In our first batch 15% of participants were from the C-Level or equivalent (CMO, Media head, Head of Brand, CEO).
In our last concluding workshop in July,2025 we had 30% of participants from the C-Level.
Currently in our soon to be conducted (Jan 5th) Marketing Measurement Marathon course, we already have 40% registered participants from the C-Level.
I think all this points to the fact that the C-Level really wants to understand the MMM in depth.
This year we have inked agreement with 5 globally reputed companies already. And All of them said “They wished they started on MMM and other Marketing Measurement techniques last year itself”.
As they say, the best time to plant a tree was 20 yrs ago, the second best time is now.
Similarly, the best time to run MMM was few years ago, the second best time is now.
Feel free to get in touch with us for MMM and other Marketing Measurement Solution. Aryma Labs is the most complete Marketing Measurement vendor.
For those interested in our course, the details to register and curriculum details in comments.
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