IAB Australia has released a Market Mix Modelling Landscape Report providing marketers with a directory of 12 active vendors and implementation guidance.
The report, prepared by IAB Australia's Ad Effectiveness Council, includes vendor methodologies ranging from classical econometric models to modern Bayesian and machine learning approaches. It outlines validation practices, data requirements, refresh cadences and decision-support capabilities.
"When implemented thoughtfully, MMM enables marketers to optimise their investment, enhance strategic decision-making, and demonstrate the value of marketing in driving business growth," said Natalie Stanbury, research director at IAB Australia.
"However, it's essential that marketers find the right partner for their business needs and understand the differences in offerings available in market, researching and comparing MMM vendors based on their specific business needs and criteria."
The report includes an eight-stage checklist covering strategic foundations, measurement framework, data readiness, stakeholder alignment, vendor selection, model comparison, implementation and validation, and actionability integration.
Marketing mix modelling has experienced revival as advertisers seek outcome-based measurement tied to financial metrics while accounting for external influences including pricing, promotions, competition and economic conditions. The technique has gained prominence as reduced digital signals and privacy legislation changes affect traditional measurement approaches.
The report advises that MMM should function as part of a broader measurement framework alongside attribution models, experimentation and platform-specific analytics rather than in isolation. It recommends treating MMM as continuous refinement rather than a one-off exercise.
"MMM offers the potential to transform marketing measurement, but realising this promise requires vigilance on several fronts—granular measurement across the media mix, high quality data flows, rigorous calibration, methodological scrutiny, and transparent partnership," said Dave Goodfellow, head of measurement solutions APAC at Pinterest.
Industry engagement by IAB Australia has shown increased usage of measurement techniques including MMM and experimentation as advertisers adapt to privacy changes. The technique enables marketers to assess media investment performance with clearly defined financial metrics.
The Ad Effectiveness Council includes representatives from media owners, data agencies, media agencies, research companies, technology vendors and advertisers.
Members include Amazon Ads, Audience Group, Carsales, Dentsu, Google, Meta, Microsoft, Netflix, News Corp, Nielsen, Pinterest, Seven West Media and WPP Media.
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