Synthetic Data Is the Gas for Your Marketing Mix Modeling Engine

Wed, 19 Feb 2025 00:00:00 -0500
Leading Edge

For those of you of the mind that Marketing Mix Modeling (MMM) is superior to last-touch (LTA) or multi-touch attribution (MTA) — and I’m confident in presuming that a significant cohort of MMM advocates are regular readers here — there is an emerging data paradigm that will boost the utility of MMM for brand marketers.