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At a time when marketers are under unprecedented pressure to prove a return on investment, marketing mix modeling (MMM) is experiencing a major resurgence. Using statistical models and aggregate data, MMM measures both the impact of marketing activities, from slick TV ads to viral TikTok campaigns, and the role each plays in contributing to sales and revenue. Armed with these data-driven insights, marketers can refine their budgets and campaigns across multiple channels to drive greater engagement, sales, and, ultimately, a higher return on investment.
