The MMM Gap - How Marketers are Navigating the Shift to Marketing Mix Modeling

How much should you be paying for Marketing Mix Modeling (MMM)? How do you make day-to-day tactical decisions when MMM isn't that granular? Should you go with open source MMM solutions, or stick with a vendor?

Join Jim and Simon in this in-depth discussion about the current state and future of Marketing Mix Modeling (MMM). They cover the evolution of open-source MMM platforms like Meta's Robyn, Google's Meridian, and PyMC Marketing, and explore their pros and cons. They also discuss the implications of AI-driven ad units and the challenges they pose for measurement.

00:00 Introduction and Greetings
00:44 Discussing the State of MMM
02:02 Exploring MMM Platforms
08:33 Quick Tangent - Baseball and Data Analytics
09:41 Comparing MMM Packages
12:23 Open Source MMM and Future Trends
25:45 The Origin of PyMC Marketing
26:54 Comparing Open Source Options
29:23 The MMM Gap: Challenges and Solutions
31:55 Triangulation and Platform Data
39:53 The Role of AI in Ad Buying
49:50 Future of MMM and Industry Trends