Marketing Mix Modelling is entering a new phase.
Built on decades of evidence and rigour, it is now evolving to meet the demands of a more volatile, fast-moving environment. As expectations shift from explanation to action, MMM is becoming a more active part of how organisations plan, adapt and grow.
In this episode, Paul Sinkinson, Managing Director Asia & Australia at Analytic Partners, returns to The CMO Office Podcast to explore what has changed over the past year, and why it matters now more than ever.
The conversation reflects a broader shift in how leading organisations are approaching measurement, moving beyond static views of performance towards something more continuous, commercial and decision-focused.
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In this episode, we cover:
Why MMM is becoming more central to modern marketing
As fragmentation increases and signal loss continues, model-based approaches are providing a more stable, holistic view of performance across channels and over time.
The shift from explanation to action
The role of MMM is expanding beyond understanding past performance to enabling faster, more confident decisions through ongoing modelling and scenario planning.
Why the old debates are fading in relevance
Brand and performance, online and offline, attribution and MMM. These distinctions matter less in practice than how effectively they work together to drive growth.
How volatility is reshaping marketing decision-making
External factors such as inflation, pricing and supply constraints are playing a greater role, requiring marketers to adopt a broader, more commercial perspective.
What modern MMM looks like in practice
Leading organisations are moving towards more dynamic models that update regularly, incorporate a wider set of variables and support in-flight optimisation.
The growing importance of alignment with finance
A shared understanding of growth drivers is strengthening collaboration between marketing and the CFO, helping to connect marketing activity more directly to business outcomes.
Where AI is adding value
AI is improving speed and accessibility, but effective modelling continues to depend on strong data foundations, thoughtful design and expert interpretation.
Why a broader view of growth is essential
Marketing remains a critical driver of performance, but it operates within a wider system of demand drivers that must be understood to make better decisions .
Why it matters
The role of MMM is expanding.
It is becoming embedded in how organisations make decisions, not just how they evaluate them. For CMOs navigating increasing scrutiny and complexity, this evolution offers something valuable: a clearer line of sight between marketing decisions and business outcomes, grounded in evidence rather than assumption.
