ROI Model: Why Nearly Half of Marketers Are Turning to MMM for Clarity

Almost half (46.9%) of marketers plan on investing in marketing mix modeling (MMM) — more than other measurement methods like incrementality tests or multitouch attribution (MTA) — over the next year, according to a new report.

(Source: EMARKETER)

“27.6% of US brand and agency marketers found MMM to be the most reliable marketing measurement methodology,” according to the EMARKETER and TransUnion report, entitled Marketing Measurement Confidence. 

Of the nearly 200 marketing professionals surveyed this past summer, nearly two-thirds (65.8%) currently use platform-provided attribution, 52% use incrementality testing and experiments, 49.5% use MMM, and 42.4% use MTA. More than a quarter (26%) use a “unified/holistic measurement solution,” and 8.2% use none of these at all.

“With an increasingly fragmented digital environment, brands and agencies are looking for dependable measurement solutions, especially as marketing teams come under more pressure to prove ROI,” the report says.

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