The practice of marketing mixed modeling (MMM) is increasing, research finds, partially because of the implementation of privacy restrictions. Today, finding appropriate providers to optimize marketing investments remains challenging. This was the impetus behind the Marketing Science Institute
(MSI)’s Blue Ribbon Report on MMM.
This free preview of the full white paper outlines what best practices to employ in a rapidly changing landscape. It identifies challenges for MMM veterans and ways to meet them. It also introduces executives to the opportunities that exist when introducing MMM into their firm. The report preview provides a brief overview of the top-level findings found in the full report, which is only available to MSI members.