Recent HBR research found that while 87% of organisations see MMM as important, only 28% are effective at turning insights into action. This session cuts through that gap: we’ll demystify Marketing Mix Modelling, walk through how to run one for your business without a PhD-sized team, and show why MMM done simply and well is the future of marketing measurement in a privacy-first world. You’ll leave with a clear mental model of MMM, a step-by-step blueprint to get started, and the common pitfalls to avoid.