In a fragmented media landscape, understanding the full impact of cross-media activities is essential for maximising ROI. Market Mix Modelling (MMM) has emerged as a powerful tool, connecting media performance to key business growth metrics. The IAB Australia’s Ad Effectiveness Council presents the Market Mix Modelling Landscape Report, profiling twelve active vendors in the Australian market and their products and methodologies. This resource provides marketers with information for greater understanding and transparency when navigating the diverse vendor landscape. MMM can be complex to implement but when executed thoughtfully, enables marketers to optimise their investment, enhance strategic decision-making, and demonstrate the value of marketing in driving business outcomes.
Download the full report below, along with the structured eight stage checklist designed to guide marketers through the key considerations in deciding the type of solution suitable for their business.