Commentary
The Next Generation Of The Marketing Mix Model
- by Laurie Sullivan , Staff Writer @lauriesullivan, March 7, 2025
Former agency executives from Dentsu, Kantar, and Nielsen who now work at a startup focused on marketing mix modeling (MMM) believe they have developed a way to enable small and medium-sized businesses to rethink media metrics that lead to better performance.
Arima, the startup, allows users to run unrestricted models …
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.
