2 stories tagged #marketing-mix-modeling.
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Marketing technology discussions are dominated by AI, but three other structural shifts are underway according to [MarTech](https://martech.org/look-past-ai-to-see-where-martech-is-going/).
The era of unchecked software accumulation has ended. Marketing departments previously bought isolated point solutions or expensive all-in-one suites, which created fragmented data ecosystems and ballooning budgets. Leaders are now auditing infrastructure for feature overlap and purging underused software.
Open-source platforms have made marketing mix modeling more accessible by removing prior consulting expenses of $150,000 to $500,000. Any team with R or Python expertise and clean historical data can now run models in-house.
Almost half (46.9%) of U.S. marketers plan increased MMM investment over the next year, and they ranked it the most reliable measurement methodology at 27.6%.