Marketing Mix Modelling (MMM) has been deemed as a ‘big brand tool’ that was complex, and slow, however MMM is having somewhat of a renaissance.

This is due to third-party cookies disappearing, multi-touch attribution becoming more limited, and marketers requiring more and more trusted , privacy-safe measurement.

Unlike cookie-based tracking, MMM doesn’t rely on user-level data. Instead, it analyses aggregated outcomes to isolate the true impact of media, pricing, and seasonality – one of the key reasons behind its recent resurgence. At the same time, advances in modelling techniques, increased computing power, a shift toward causal inference over simple statistical fit, and improved visualisations are helping to bring MMM into the marketing toolkit.