• Kevin Hartman /

Marketing mix modeling (MMM) is a time-tested method for measuring the impact of your marketing. It’s how many leading brands figure out what’s working across different channels, and it’s a crucial tool for guiding budget decisions. And yet, most of the time, MMM isn’t set up to provide actionable insights when it comes to digital. For example, many brands are still stuck treating digital ads the way they would TV, with one ROI for search and another for online video. On the surface, that might
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