With the release of Google’s Meridian library this week, the market mix modeling (MMM) landscape is more robust than ever. While open-source libraries like Meta’s Robyn have been around for some time, the accessibility of Meridian’s code base—combined with the influence of a brand like Google—has permanently shifted the conversation. Marketers now have a genuine opportunity to build, buy, or borrow MMM solutions. And that’s a great thing.
I’ve been fortunate to spend over three decades in the marketing industry, in various global leadership and industry board roles. If we’ve worked together, you’ll know I’ve always been obsessed with best practices, creating ‘what’s next,’ and producing meaningful work that drives quantifiable business results. I’ve also been a huge advocate for definitively proving marketing’s contribution to business growth—building the credibility of marketers as business leaders and ensuring we earn our rightful seat at the boardroom table. That’s why I’m so excited about this pivotal moment for our industry.
A Conversation That Changed Everything
Over five years ago, I met Henry Innis at a birthday dinner. Seated next to each other, we spoke for hours about the industry—our frustrations and what needed to change. At the time, he was head of strategy at a major agency, and I was struck by his deep understanding of our industry’s dynamics, despite his being so young. Even more impressive was his ambition and belief that the problem could be solved using the latest advancements in cloud computing, machine learning, and generative AI—applied to reinventing MMM with Bayesian science.
I was impressed but also deeply skeptical. After spending years building measurement tools and frameworks within two major holding companies with limited success, I told him outright: I don’t think it’s possible—but if you build it, I will come!
And build it he did—with vision, determination, resilience, and a brilliant team committed to achieving the impossible.
Reinventing MMM for the Modern Age
Today, Mutinex and other new entrants are transforming MMM from a slow, static, and expensive consultancy product into a fast, dynamic, always-on growth co-pilot. Marketers no longer have to wait months for insights; they can now surface performance data and growth optimizations in minutes.
Imagine sitting in a leadership meeting and providing real answers to the CEO or CFO in under 60 seconds. Imagine being able to quantify ROI not just at the channel level but down to the creative campaign and format. Imagine putting a business value on memorability. That means we can finally prove the business impact of brand-building and big ideas—and strike the right balance between upper- and lower-funnel marketing.
More than that, today’s MMM solutions unify client marketing teams and their partner ecosystems around a single source of truth—focusing everyone on driving real business results rather than vanity metrics. They help reduce waste, improve productivity, and drive measurable growth.
It’s Time to Focus on Growth
Does this all sound too good to be true? I thought so too. But I see it play out daily with customers in the U.S. and globally. With a clearer, more immediate understanding of what’s working and what’s not, brands are shifting back into a cycle of marketing-driven growth. It’s incredibly rewarding to see teams become more agile and rediscover the power of big ideas and bold investments.
Am I concerned about the growing number of new competitors in this space? Not at all. More competition and broader access to platforms like ours benefit the entire industry. As they say, a rising tide lifts all boats.
We should all be excited about this MMM renaissance. I encourage every marketer to explore it in a way that fits their business. It’s time to focus on growth. It’s time to shake off marketing’s outdated reputation as the ‘coloring-in department.’ It’s time for marketers to take their rightful place at the boardroom table.