Why Marketing Mix Modelling Hasn’t Been Adopted by Non-Technical Marketers—And How We Bridge the Gap

Introduction

Marketing Mix Modelling (MMM) is a powerful tool for measuring the effectiveness of marketing campaigns, optimizing budgets, and improving ROI. Yet, despite its potential, many non-technical marketers—both on the brand side and within media agencies—have been slow to adopt it.

The co-founder of More Than Data has worked closely with both groups and understands their unique challenges. While they share common pain points, their perspectives on MMM differ. This article explores why MMM hasn’t gained widespread traction among non-technical marketers, the key differences between agency and brand-side marketers, and how More Than Data facilitates a technical-to-non-technical conversation to drive adoption.

The Challenge: Why Non-Technical Marketers Struggle with MMM

Marketing Mix Modelling is often seen as:

• Too complex – Many marketers lack statistical expertise and find MMM intimidating.
  
• Time-consuming – Traditional MMM requires extensive data collection and long analysis cycles.
  
• Lack of clear communication – Technical teams struggle to translate insights into actionable strategies for marketers.

As a result, many marketers—especially those without a data background—rely on simpler (but less accurate) metrics like last-click attribution or platform-reported performance.

But this is changing. With advancements in advanced analytics and automation, MMM is becoming more accessible. The key is bridging the gap between data science and marketing execution—which is exactly what More Than Data does.

Media Agency Marketers vs. Brand-Side Marketers: Similarities and Differences

While both groups share the same end goal—driving effective marketing campaigns—their priorities, constraints, and perspectives differ.

1. Media Agency Marketers: The Performance-Driven Partners

Who they are:

Media agency marketers work across multiple clients, managing ad spend, optimizing campaigns, and proving Return-on-ads-spend (ROAS). They operate in fast-paced environments where agility is key.

Their challenges with MMM:

• Short-term focus – Clients demand quick results, making long-term MMM analysis seem impractical.
  
• Multi-client complexity – Each brand has different KPIs, making one-for-all MMM difficult.
  
• Pressure to justify spend – Without clear MMM insights, they rely on platform metrics that may overstate performance.

What they need from MMM:

• Faster, real-time insights to adjust campaigns on the fly.
  
• Clear visualizations (not raw data) to present to clients.
  
• Proof that their media mix recommendations are optimal.

2. Brand-Side Marketers: The Strategic Decision-Makers

Who they are:

Brand marketers focus on long-term growth, brand equity, and customer loyalty. They work closely with leadership to align marketing with business objectives.

Their challenges with MMM:

• Budget constraints – MMM is often seen as a luxury, not a necessity.
  
• Internal silos – Sales, finance, and marketing teams may not share data seamlessly.
  
• Fear of complexity – Many assume MMM requires a data science team.

What they need from MMM:

• A clear link between marketing investment and business outcomes (e.g., sales, brand awareness, market share).
  
• Guidance on budget allocation across channels (traditional vs. digital).
  
• Simplified reporting for C-level stakeholders.

Where They Overlap

Despite their differences, both groups:

• Need actionable insights, not just data.
  
• Want faster, more transparent measurement.
  
• Struggle with attribution in a multi-channel world.
  

How More Than Data Bridges the Gap

The co-founder of More Than Data has worked with both agency and brand-side marketers, recognizing that MMM adoption isn’t just about better models—it’s about better accessibility and communication.

Here’s how they make MMM accessible:

1. Speaking Their Language (No Jargon Allowed)

• For agencies: Focus on speed, flexibility, and client-facing reports.
  
• For brands: Tie MMM to business outcomes (e.g., “This is how TV ads impact quarterly revenue”).

2. Automating the Heavy Lifting

• Traditional MMM takes months; More Than Data delivers insights in minutes (our product Minute MMM can do so).
  
• No need for a PhD in statistics—marketers get clear dashboards, not complex equations.

3. Aligning with Their Goals

• Agencies → Prove your media mix is optimal.
  
• Brands → Justify budget driving business performance to leadership.

4. Building Trust Through Education

• Free tools as high-value offers, simplified guides, and case studies to demystify MMM.
  
• Showing real-world examples of how MMM optimized media mix and delivered business outcomes. 

The Future: MMM as a Standard Tool for All Marketers

The gap between technical MMM and non-technical marketers is closing. With tools like Minute MMM and Budget Optimizer, agencies can measure media performance and optimize future campaigns faster, and brands can make data-driven budget decisions with confidence.

The key is not just better models, but better conversations. By translating MMM into practical, marketer-friendly insights, More Than Data is helping both agency and brand-side marketers unlock the full potential of their marketing.

Final Thought

Marketing Mix Modelling shouldn’t be reserved for data scientists. Whether you’re an agency marketer juggling multiple clients or a brand leader making strategic budget calls, MMM can—and should—work for you.

The question isn’t “Why hasn’t MMM been adopted?” but rather “How can we make MMM work for non-technical marketer?”

And that’s exactly what More Than Data is solving.

Would you like to explore how MMM can fit into your marketing strategy? Let’s start the conversation—no technical expertise required.