Measuring what worked: incrementality and MMM for the non-technical CMO
The replacement for last-click attribution just became free. Google open-sourced its marketing mix model, Meta shipped its own, and Nielsen sold its MMM business to a buyer that clearly thinks the category is hot. The tooling problem is solved. What remains is a confidence problem, and that is the one a non-technical CMO can actually fix.
The successor to last-click got free, and most marketers still do not trust their numbers
Google open-sourced Meridian, Meta shipped Robyn, and Nielsen sold its marketing mix modelling business, the clearest signal yet that the method is back. Yet 85 percent of marketers say they can measure ROI and only 32 percent actually do it properly. The gap is not tools. Here is how to close it.
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