Why Most Marketers Fail at Marketing Mix Modeling
Source: Beet
The gap between MMM's theoretical promise and practical execution reveals a competency problem: marketers lack the statistical rigor and data infrastructure to properly implement attribution models, yet continue to fund them anyway. The issue is skills, not tools. Until brands invest in analytical talent rather than software licenses, MMM remains expensive theater that doesn't inform budget allocation. Companies doubling down on gut-feel spending while claiming their models are scientific will lose incrementally to competitors who build the statistical foundation these tools require.