Next-Generation MMM: Five Moves to Drive Confidence and Growth in 2026
Executive Summary
Marketing Mix Modeling (MMM) is making a comeback. Nearly half of U.S. marketers will invest in MMM in 2026 (eMarketer). However, many are not unlocking its full potential and Forrester predicts confidence in marketing measurement will actually decline.
In this session, Gain Theory cut through the current noise surrounding MMM and provided the confidence needed to use this advanced measurement technique to maximize growth. Managing Partner,Marina Stuefer shared five strategic priorities from the latest guide, Making MMM Fit for 2026. Backed by Fortune 500 case studies and a concrete evaluation framework for assessing current or prospective MMM partners, this resource provides practical advice that is proven to work.
With marketers under intense pressure to prove marketing is effective, this is a session not to be missed!
Speaker:
Marina Stuefer
Managing Partner
Gain Theory