Marketers Expect to Invest More in MMM: EMARKETER/TransUnion
In an EMARKETER and TransUnion survey of US marketers, 46.9% say they expect to increase their investment in marketing mix modeling (MMM) over the next 12 months. The hope is to improve incremental ROI, which 67.4% of respondents say has become more urgent given the current economy. For example, over a quarter of respondents say 11-20% of their marketing budget has been put at risk or reallocated due to doubts about measurement accuracy.