As media mix modeling (MMM) adoption grows, increasing complexity is making it harder to use effectively. AI, data fragmentation, and evolving measurement approaches are redefining marketing performance and what it takes to stay ahead.

Key Question: How is MMM evolving, and how should marketers use it to make better cross-channel budget decisions?

Key Stat: Only 28% of marketers say their organization is very effective at converting MMM insights into action.