Against a backdrop of changes in privacy regulation and advancements in technology, there has been a resurgence of interest in the use of marketing mixed modelling (MMM) to measure marketing outcomes.
However, there remains a lack of knowledge about the steps required to bring MMM capabilities into the marketing organisation. WARC and Magic Numbers were inspired to put together this guide for marketers seeking straight-forward and practical guidance on how to implement and manage MMM internally.
The purpose of this report is to provide tips and guidance to marketers on finding the right MMM supplier, as well as how to ensure success and use MMM results effectively.
