Marketing Mix Modelling (MMM), an analysis technique that helps marketers discover, plan and forecast, is expected to garner much more attention in 2022, as marketers look for alternatives to cookies. 

Erica Kokiw, EVP, Digital, UM, shares her thoughts on what MMM will mean for the digital space and important steps for future cross-platform measurement. “While a clear solution is still in question, we know what will be important. First, getting a privacy-compliant single view of the customer will be key. Second, clients will need to create a custom attribution or marketing mix model built for their business. The methodology and data used in the model will need to be agreed upon internally as the source of truth.”

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