John Sintras

Over the decades I’ve spent in this industry, I’ve seen firsthand how businesses often leave money on the table due to inefficient marketing spend. They’re flying blind, making decisions based on gut instinct or incomplete data. And that’s precisely where a good modern MMM partner comes in.

In marketing analytics, the choice between bespoke and generalised Market Mix Models (MMM) is a crucial decision that can significantly impact your business’s future. I’ve seen firsthand the pitfalls of clinging to outdated methodologies. It’s time we address the elephant in the room: why do so many companies still opt for bespoke MMM solutions when modern, generalised models offer far more value and flexibility?

Marketers now have a genuine opportunity to build, buy, or borrow MMM solutions. And that’s a great thing.