MMM Basics
Mar 15, 20268 min read
What is Marketing Mix Modeling? A Marketer's Guide for 2026
Learn what marketing mix modeling is, how Bayesian MMM works, what data you need, and how long it takes to get results. A practical guide for marketers.
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Insights on marketing mix modeling, budget optimization, and data-driven growth.
Attribution
Mar 10, 20266 min read
MMM vs. MTA vs. Last-Click: Which Attribution Model Do You Actually Need?
Compare Marketing Mix Modeling, Multi-Touch Attribution, and Last-Click Attribution. Pros, cons, and when to use each model post-iOS 14.
MMM Basics
Mar 5, 20265 min read
Google Meridian: What You Need to Know About Google's Open-Source MMM
What is Google Meridian, how it compares to Meta Robyn and LightweightMMM, who it's built for, and what technical requirements you need to run it.
Budget Optimization
Feb 28, 20267 min read
5 Signs You're Burning Ad Budget (And What to Do About It)
Five warning signs your marketing budget allocation is off, with specific fixes for each. Stop wasting ad spend with data-driven allocation.
MMM Basics
Feb 20, 20266 min read
Self-Serve MMM vs. Agency: The Real Cost Comparison
Compare agency MMM ($60K-$150K, 3-6 months) vs self-serve platforms ($1K-$3K/mo). Honest breakdown of costs, timelines, and tradeoffs.
MMM Basics
Feb 15, 202610 min read
How to Read an MMM Report Without a Statistics Degree
Plain-English guide to reading an MMM report: ROAS, channel contribution, response curves, confidence intervals, and adstock explained with examples.
MMM Basics
Feb 10, 20269 min read
Bayesian vs. Frequentist MMM: Why Uncertainty Matters for Budget Decisions
What Bayesian MMM means in practice: credible intervals, uncertainty quantification, and how it changes the way you allocate budget across channels.
Attribution
Feb 5, 20268 min read
iOS 14 Broke Your Attribution. Here's What Replaced It.
How iOS 14.5 broke multi-touch attribution, why MTA collapsed, and the practical migration path to MMM plus server-side tracking.
Budget Optimization
Jan 28, 20268 min read
A Simple Framework for Marketing Budget Allocation in 2026
Why the 70/20/10 rule is outdated and a practical three-layer framework for data-driven budget allocation using diminishing returns and seasonal adjustment.
MMM Basics
Jan 20, 20267 min read
Can Small Businesses Use Marketing Mix Modeling? (Yes, Here's How)
Minimum data requirements, budget thresholds, and a simplified approach to MMM for businesses spending $20K-$200K/month on ads.
Budget Optimization
Jan 15, 20267 min read
Response Curves Explained: Finding Your Ad Spend Sweet Spot
What response curves show, how to find your saturation point, and what to do when a channel is saturated. Practical examples included.
Measurement
Jan 10, 20269 min read
Incrementality Testing vs. MMM: You Probably Need Both
What incrementality tests are, how they complement MMM, when to use which, practical geo-lift setup, and cost comparison.
Measurement
Dec 20, 20258 min read
Your Meta Ads ROAS Is Declining. Here's What the Data Actually Says.
Meta CPM trends 2023-2026, creative fatigue, audience saturation, and what MMM reveals about Meta's real contribution vs platform reporting.
Measurement
Dec 15, 20257 min read
Performance Max Hides Your Data. MMM Gets It Back.
Why PMax is a black box, what Google won't show you, how MMM measures PMax contribution independently, and the brand search cannibalization problem.
Measurement
Dec 8, 20259 min read
Marketing Measurement After Third-Party Cookies: A Practical Guide
What actually changes when cookies disappear, server-side tracking, consent mode, MMM as the anchor measurement, and first-party data strategy.
Measurement
Nov 28, 20258 min read
How to Actually Measure TikTok Ad Effectiveness (Hint: Not In-Platform)
TikTok's view-through problem, platform over-reporting, why MMM is the right tool for TikTok, and real examples of TikTok MMM results.
Budget Optimization
Nov 20, 20259 min read
Marketing Budget Planning for 2026: Benchmarks, Splits, and What Actually Works
Industry benchmarks by sector, channel split recommendations, when to increase or decrease spend, and how MMM informs budget planning.
MMM Basics
Nov 12, 20258 min read
The Adstock Effect: Why Last Week's Ads Are Still Making You Money
What adstock is with simple examples, decay rates by channel, why it matters for budget timing, and how MMM models carryover effects.
Measurement
Nov 5, 20259 min read
How to Measure Brand Marketing ROI (When There's No Click to Track)
Why brand marketing is hard to measure, how MMM captures brand effect through baseline shift, and a practical example with YouTube and podcast spend.
MMM Basics
Oct 28, 202510 min read
Marketing Mix Modeling for E-commerce: A DTC Brand's Guide
DTC-specific MMM challenges, which KPI to model, minimum data requirements, and a real example of channel mix reallocation for an e-commerce brand.
Budget Optimization
Oct 20, 20258 min read
When More Ad Spend Stops Working: Understanding Diminishing Returns
What diminishing returns look like in practice, channel-specific saturation points, how to identify the tipping point, and what to do when you hit it.
Measurement
Oct 12, 20259 min read
Using GA4 Data for Marketing Mix Modeling: Setup Guide
Which GA4 metrics to export, session vs user vs event scoping, BigQuery export, and common pitfalls that break your MMM results.
Measurement
Oct 5, 20258 min read
Marketing ROI Benchmarks 2026: What's Good, What's Great, What's Broken
MMM-measured ROAS benchmarks by channel, by industry, and by company size. Plus why benchmarks can mislead without context.
Attribution
Sep 28, 202510 min read
Multi-Touch Attribution Is Dead. Here's What Smart Teams Use Instead.
Why MTA collapsed after iOS 14, what replaced it, the modern measurement stack, and how to transition from MTA to MMM.
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