Marketing Mix Modeling (MMM) used to be slow, complex, and only for the biggest brands. Not anymore.
In this episode of the Marketing Intelligence Show, Juha Nuutinen, CEO of Sellforte, chats with Outi Karppanen about how MMM has changed—and why it’s becoming a go-to method for marketers who want to make better, data-informed decisions.
Here are a few takeaways:
- Short-term results aren’t the full story. Focusing only on quick wins can slowly weaken your brand. MMM helps you see both short- and long-term impact.
- Testing makes MMM better. Running experiments (like geo tests or lift studies) helps validate your MMM results and gives you more confidence in your next move.
- More dashboards ≠ more clarity. Data is only helpful if it leads to action. MMM brings your results together and shows you what’s actually working—and where to shift your budget.
- Start small. Learn fast. You don’t need a perfect setup or months of work. Even with just a few key channels, you can start seeing valuable insights.
- Plan ahead with data. Scenario planning lets you model different budgets and media mixes so you can make smarter calls—before you spend.
- Bonus: If you’re a Supermetrics user, check out the free pilot program with Sellforte to start your MMM journey. Visit Sellforte’s landing page to learn more.
If you’re trying to get more from your marketing data and want a clearer way to prove what’s working, this episode is worth a listen.
️Tune in to full episode here!
Related resources:
- Listen to Olivia Korey’s episode on Decoding Incrementality Testing to understand how geo-testing and experimentation enhance MMM accuracy.
- Watch Outi’s SuperSummit session on Modern marketing measurement with Supermetrics and Google Cloud for additional insight
- Read our latest blog on MMM data: Building a solid data foundation for your marketing mix model
- Read our latest blog on Custom Data Import: Get data from any sources to get a holistic view of your marketing performance