Will Marks

Multicollinearity. It’s a mouthful — and not a word most marketers throw around at the coffee machine. But if you care about holding your media accountable and unlocking better measurement, you need to know it, or it can undermine even the best-laid media plans. So what exactly is multicollinearity, why does it matter, and how can you break free of its grip? In our 27 June 2025 episode of ‘MMMorning! — your Marketing Science wake-up call’, I discussed this hot topic with Nate Tomasetti, Staff Data Scientist at Mutinex.

Brand campaigns are often seen as the emotional engine of marketing — think big TV moments, storytelling, and long-term brand love. But in a world where every marketing dollar is under scrutiny, the question remains: if brand media isn’t built to drive immediate sales, why should we care about ROI that’s measured in months rather than years? In our 20 June 2025 episode of ‘MMMorning! — your Marketing Science wake-up call’ I discussed this hot topic with Grace Gilbert, Marketing Science Partner at Mutinex.

If you want to succeed in 2023 (and beyond), get your finger off the price trigger and focus on investing in your brand for long term results.