According to a 2024 eMarketer study, improving Media Mix Modeling (MMM) is a top priority for U.S. marketers, with 61% aiming for better or faster MMM capabilities. This is driven by the need for more sophisticated measurement approaches in today’s privacy-focused, multi-channel landscape. MMM, a statistical method with roots dating back to the 1950s and 60s, helps marketers understand the overall impact of various marketing activities on sales and ROI, including both online and offline channels. It’s particularly valuable as digital tracking becomes more limited, and brands rely on a healthy mix of online and offline media. Unlike multi-touch attribution (MTA), which focuses on individual user journeys, MMM provides a high-level, strategic view, using aggregated data to measure the long-term impact of marketing efforts. The rise of open-source projects, like Google’s Meridian, and AI are further advancing MMM, making it more accessible and accurate.