MMM: Build in-house, hire consultants or use a platform?

Marketing Mix Modeling (MMM) is becoming an essential part of modern marketing measurement. But most MMM projects don’t fail because the model is inaccurate, they fail because of how they’re implemented. In this video, we break down the three most common approaches to implementing MMM: * Building it in-house * Hiring consultants * Using an MMM platform You’ll learn the strengths and trade-offs of each approach, why implementation matters more than most teams realize, and how to choose the right path based on your team’s capabilities, timeline and goals. You’ll also see why successful marketing measurement doesn’t stop with MMM. The strongest measurement strategies combine Marketing Mix Modeling, attribution and incrementality testing to create a more complete picture of marketing performance. In this video you’ll learn: * Why most MMM projects fail before they’re even built * The pros and cons of the three implementation models * How to choose the right approach for your organization * Why operationalizing MMM matters more than building a model * Why the best marketing teams combine multiple measurement methods If you’re considering Marketing Mix Modeling, this video can help you avoid expensive mistakes before they happen. Timestamps 00:00-00:20 - Why most MMM projects fail before they begi 00:21-01:00 - Why more marketers are adopting MMM 01:01-01:31 - The biggest misconception about MMM 01:32-02:23 - Option 1: Build MMM yourself 02:24-03:05 - Option 2: Hire consultants 03:06-03:40 - Option 3: Use an MMM platform 03.41-04:15 How to choose the right implementation 04:16-04:37 Why MMM alone isn’t enough #marketingmixmodeling #mmm #marketingmeasurement #marketingmix #mediamix #marketinganalytics #datadrivenmarketing