Improving MMM is marketers’ No. 1 priority for upgrading measurement

Key stat: 61.4% of US marketers who spend $500,000 or more per year on digital advertising want better/faster media mix modeling (MMM) to upgrade their measurement strategies, according to a July 2024 study from EMARKETER and Snap Inc.

Beyond the chart:

• MMM appeals to marketers in an environment where last-click attribution doesn’t show a holistic picture of the customer journey and privacy is paramount. But it has some drawbacks.
• The model lacks granularity, and it can be difficult to implement. We expect more marketers will lean into MMM in the coming years, especially following open-source MMM offerings from both Google and Meta.

Use this chart: Marketers can use this chart to make the case for moving away from tactics like last-click attribution and toward MMM. They can also use it as a guideline when deciding between third-party measurement solutions and to benchmark their own challenges with MMM and incrementality against the industry at large.

Related EMARKETER reports:

• The Last Days of Last-Click?
• Ad Measurement Trends H2 2024

Methodology: Data is from the September 2024 Snap and EMARKETER “Media Measurement Survey." 282 US marketers were surveyed during June-July 2024. Respondents included B2B or B2C brand marketers and agencies at companies, or had clients, who spent $500K+ in digital advertising during the past 12 months.