In the last ten years, the attention of marketers measuring their media drifted in the same direction as their ad investment – towards digital and attribution modelling, and away from more traditional marketing-mix-models (MMM).
But as the limitations of attribution have come to light – walled gardens, privacy concerns, and difficulty integrating offline media – advertisers are returning to MMM. Indeed, many brands born in the digital age are turning to MMM for the first time.
However, recent trends may compromise the usefulness of a ‘classical’ MMM, or even make it impossible to build at all. Why is that?