I think marketing is moving in a very similar direction. Organisations with strong data foundations will be capable not just of explaining the past, but of predicting and simulating what comes next.
Q. HOW WOULD YOU ADVISE A BRAND THAT SAYS‘ I’ M WORKING WITH AN MMM PARTNER. WHERE DO I GO FROM HERE?’
» If you’ re already working with an MMM partner, that’ s a great starting point because you already have a historical understanding of media performance. That knowledge doesn’ t go away. In fact, it can be brought forward and applied to a more predictive intelligence layer.
Your MMM can remain in place and continue informing the system as you move toward more adaptive decision – making.
But the next step does require a commitment to upgrading the underlying data infrastructure and moving toward more granular, integrated data. It also means evolving toward measurement methodologies and models that can react faster to changing market conditions, shifting media spend and changing consumer behaviour than traditional MMMs typically can.
If you think about something like COVID, we all lived through a period where consumer behaviour was
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