Marketing Mix Modelling (MMM): What CMOs need to know
Overview
Marketing teams are under more pressure than ever to prove the impact of their spend, but rising media costs, fragmented channels, and the decline of third-party cookies are making it harder to get a clear picture. Last-click attribution only tells part of the story, and many businesses are left making budget decisions based on incomplete data.
This webinar cuts through the complexity and gives you a practical, jargon-free introduction to Marketing Mix Modelling, one of the most powerful tools available for understanding the true impact of your marketing activity.
This session is ideal for CMOs, marketing directors, heads of paid media, and anyone responsible for budget planning or marketing measurement who wants to make more confident, commercially grounded decisions.
Key takeaways
What MMM actually is and how it works. We’ll explain Marketing Mix Modelling from the ground up, how it uses statistical analysis to measure the impact of all marketing activity (online and offline) on revenue, and why it works even in a cookie-less world.
The difference between MMM and Multi-Touch Attribution (MTA). We’ll break down how these two approaches differ, where each one excels, and why the most effective measurement strategies use both together. You’ll leave with a clear understanding of when to use MMM for strategic budget planning and when MTA is better suited to tactical campaign optimisation.
Why MMM is particularly relevant right now. With cookie deprecation reducing the effectiveness of digital tracking and short-term metrics failing to capture the full customer journey, MMM offers a privacy-friendly, holistic alternative that captures both short and long-term effects across every channel.
Get to know your speakers
Dan Akers
Director of Agency | Modo25 // ASK BOSCO®
Gordon Squire
Lead Data Scientist | Modo25 // ASK BOSCO®
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