{"id":737983,"date":"2026-07-09T21:35:18","date_gmt":"2026-07-09T18:35:18","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/"},"modified":"2026-07-09T21:35:18","modified_gmt":"2026-07-09T18:35:18","slug":"why-marketing-mix-modeling-is-still-hard-to-get-right","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/","title":{"rendered":"Why marketing mix modeling is still hard to get right"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6af1dc626f68d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6af1dc626f68d\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Open-source_tools_have_made_MMM_more_accessible_but_reliable_results_still_depend_on_clean_data_thoughtful_modeling_and_human_expertise\" >Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Open-source_MMM_has_changed_the_starting_point\" >Open-source MMM has changed the starting point<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#A_crowded_vendor_landscape_with_an_interesting_power_dynamic\" >A crowded vendor landscape with an interesting power dynamic<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Data-layer-first_vendors\" >Data-layer-first vendors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Measurement-first_vendors\" >Measurement-first vendors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Google_Meridian_and_GA360\" >Google Meridian and GA360<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Challenge_1_Data_access_is_the_silent_MMM_killer\" >Challenge 1: Data access is the silent MMM killer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Challenge_2_You_still_need_to_roll_up_your_sleeves\" >Challenge 2: You still need to roll up your sleeves<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Challenge_3_The_human_expertise_layer_isnt_optional\" >Challenge 3: The human expertise layer isn\u2019t optional<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Lay_the_groundwork_before_you_build_a_model\" >Lay the groundwork before you build a model<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/why-marketing-mix-modeling-is-still-hard-to-get-right\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Open-source_tools_have_made_MMM_more_accessible_but_reliable_results_still_depend_on_clean_data_thoughtful_modeling_and_human_expertise\"><\/span>Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Marketing mix modeling (MMM) is becoming more accessible, but getting started remains a challenge.<\/p>\n<p>After several conversations about MMM adoption, I noticed the same question kept coming up: \u201cWe believe in the concept of MMM, but we don\u2019t know how to get started.\u201d<\/p>\n<p>The answer is that viable open-source platforms have dramatically lowered the barrier to entry. They haven\u2019t lowered the level of expertise required to produce trustworthy, actionable results.<\/p>\n<h2 id=\"opensource-mmm-has-changed-the-starting-point\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Open-source_MMM_has_changed_the_starting_point\"><\/span>Open-source MMM has changed the starting point<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"1200\" http: alt=\"The floor dropped\" class=\"wp-image-481853\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum-768x450.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum-1536x900.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"1200\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum.png\" alt=\"The floor dropped\" class=\"wp-image-481853\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum-768x450.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-one-spectrum-1536x900.png 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\"><\/figure>\n<\/div>\n<p>MMM adoption is accelerating. <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.digitalapplied.com\/blog\/marketing-mix-modeling-2026-mmm-vs-attribution-playbook\" target=\"_blank\" rel=\"noopener\">Almost half (46.9%) of U.S. marketers<\/a> will invest more in MMM over the next year, and they ranked MMM as the most reliable measurement methodology (27.6%).<\/p>\n<p>The open-source revolution in MMM is real. Three production-grade libraries now cover the full methodological spectrum:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Robyn (Meta, R):<\/strong> Automated hyperparameter search via Nevergrad, Pareto frontier model selection, and built-in decomposition and response curve plots \u2014 the most <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roachable entry point. It\u2019s the one I use most because it\u2019s highly customizable.<\/li>\n<li><strong>Meridian (Google, Python\/TensorFlow):<\/strong> Bayesian inference with geo-level priors and principled uncertainty quantification \u2014 more rigorous, with a steeper learning curve.<\/li>\n<li><strong>PyMC-Marketing (PyMC Labs, Python):<\/strong> The most flexible option, offering a full probabilistic model that\u2019s closest to academic-grade Bayesian MMM \u2014 but it also requires the most statistical fluency.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1123\" http: alt=\"3 open-source MM libraries and one spectrum\" class=\"wp-image-481854\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum-768x421.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum-1536x842.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum.png\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1123\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum.png\" alt=\"3 open-source MM libraries and one spectrum\" class=\"wp-image-481854\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum-768x421.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/3-open-source-MM-libraries-and-one-spectrum-1536x842.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<\/div>\n<p>This generation of tools has eliminated the $150,000 to $500,000 consulting gate that used to be the only path into MMM. Any team with R or Python expertise and relatively clean historical data can now run a model in-house.<\/p>\n<p>The key caveat worth making explicit in any conversation with those exploring MMM is this: \u201cFree tool\u201d doesn\u2019t mean \u201cfree model.\u201d The software is free. The domain expertise required to configure it correctly \u2014 a hugely important part of the process \u2014 isn\u2019t.<\/p>\n<div style=\"background: radial-gradient(circle at 30% 40%, rgba(184, 111, 255, 0.15), rgba(0, 169, 255, 0.15) 40%, #CDE8FD 70%); padding: 30px; width: 100%; max-width: 802px; color: #000000 !important; font-family: Arial, sans-serif; margin: 25px 0 30px 0; border-radius: 8px; box-shadow: 0 2px 4px rgba(0, 0, 0, 0.1); position: relative; box-sizing: border-box;\">\n<div style=\"width: 100%; max-width: 100%; margin-bottom: 20px; text-align: left; padding-right: 20px; box-sizing: border-box;\">\n<div id=\"semrush-one-headline\" class=\"headline-responsive\" style=\"font-family: Oswald, sans-serif; font-size: 30px; font-weight: normal; margin: 0; color: #000000 !important; line-height: 1.2;\">\n        See exactly how <span style=\"background: linear-gradient(90deg, #D56EFE 0%, #068EF8 51%); -webkit-background-clip: text; -webkit-text-fill-color: transparent; background-clip: text;\">your competitors win<\/span>.\n      <\/div>\n<p id=\"semrush-one-subhead\" style=\"font-family: Roboto, sans-serif; font-size: 18px; font-weight: 300; line-height: 25px; margin: 12px 0 0 0; color: #000000 !important;\">\n        Uncover the keywords, ads, landing pages, and strategies driving your competitors\u2019 paid search success\u2014and find your next opportunity to outperform them.\n      <\/p>\n<\/p><\/div>\n<div style=\"margin-bottom: 15px;\">\n      <span id=\"semrush-one-cta\" style=\"display: inline-block; background-color: #FF642D; color: white; height: 44px; border: none; border-radius: 5px; cursor: pointer; font-size: 16px; padding: 0 24px; font-weight: bold; white-space: nowrap; box-sizing: border-box; text-decoration: none; line-height: 44px;\">Analyze your competitors<\/span>\n    <\/div>\n<\/p><\/div>\n<style>\n  @media (max-width: 768px) {\n    .headline-responsive {\n      font-size: 30px !important;\n      line-height: 1.3 !important;\n    }\n  }\n<\/style>\n<h2 id=\"a-crowded-vendor-landscape-with-an-interesting-power-dynamic\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_crowded_vendor_landscape_with_an_interesting_power_dynamic\"><\/span>A crowded vendor landscape with an interesting power dynamic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The SaaS layer built on top of open-source MMM has proliferated quickly. It\u2019s worth distinguishing a few tiers.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-data-layer-first-vendors\"><span class=\"ez-toc-section\" id=\"Data-layer-first_vendors\"><\/span>Data-layer-first vendors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Platforms like Rockerbox and Northbeam started as attribution and data collection platforms, then added MMM. Their edge is data pipelines and speed, not modeling depth or customization.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-measurement-first-vendors\"><span class=\"ez-toc-section\" id=\"Measurement-first_vendors\"><\/span>Measurement-first vendors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Platforms like Measured, Analytic Partners, Ekimetrics, and Nielsen Gracenote offer more rigorous modeling at a higher price point, with enterprise-grade capabilities.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-google-meridian-and-ga360\"><span class=\"ez-toc-section\" id=\"Google_Meridian_and_GA360\"><\/span>Google Meridian and GA360<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One point is worth calling out. Google\u2019s open-sourcing of Meridian was a generous contribution to the field and, at the same time, a strategic one. When a walled garden funds and packages the measurement methodology used to evaluate its own channels, it\u2019s worth maintaining healthy skepticism about model priors and default assumptions, even with transparent code.<\/p>\n<p>The practical question when evaluating vendors is: who owns your data layer, and does that create conflicts in the modeling layer?<\/p>\n<h2 id=\"challenge-1-data-access-is-the-silent-mmm-killer\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenge_1_Data_access_is_the_silent_MMM_killer\"><\/span>Challenge 1: Data access is the silent MMM killer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is the most underappreciated implementation blocker, and it rarely gets the attention it deserves. A well-specified MMM needs:<\/p>\n<ul class=\"wp-block-list\">\n<li>Two to three years of weekly data as a baseline \u2014 enough to capture at least two full seasonality cycles and a meaningful range of spend variation.<\/li>\n<li>Consistent channel-level spend granularity \u2014 not just \u201cdigital,\u201d but search, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a>, display, and video broken out separately.<\/li>\n<li>Offline channels (TV, OOH, radio, events, direct mail \u2014 which typically live in different systems) are owned by different teams, and often use incompatible time granularities.<\/li>\n<li>External covariates \u2014 macro indicators, competitor activity, pricing data, and product launch calendars.<\/li>\n<li>For B2B specifically, longer sales cycles and lower conversion volumes make the data requirements even more demanding. You often need more history.<\/li>\n<\/ul>\n<p>In practice, what blocks most MMM projects is the six-week data archaeology exercise that comes before model building. Finance owns revenue. The brand team owns TV. The agency owns digital spend. The spreadsheet someone built in 2021 is the only record of trade promotions.<\/p>\n<p>The model is only as good as the data archaeology that precedes it, and nobody tells you that in the vendor demo.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"challenge-2-you-still-need-to-roll-up-your-sleeves\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenge_2_You_still_need_to_roll_up_your_sleeves\"><\/span>Challenge 2: You still need to roll up your sleeves<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI assistants have meaningfully lowered the syntax barrier. They can scaffold a Robyn run, generate a Meridian config, or help debug a PyMC model. What they can\u2019t yet do is navigate the judgment calls that make an MMM trustworthy:<\/p>\n<ul class=\"wp-block-list\">\n<li>Choose where to sit on a Pareto frontier of hundreds of model solutions (NRMSE vs. DECOMP.RSSD tradeoffs).<\/li>\n<li>Know when Nevergrad\u2019s optimizer has meaningfully converged versus landed in a local minimum.<\/li>\n<li>Configure adstock transformation parameters (Weibull shape\/scale, geometric decay) to match realistic channel dynamics.<\/li>\n<li>Diagnose why a model assigns an implausible contribution to a channel, and whether to address it with a prior, a data correction, or a variable exclusion.<\/li>\n<\/ul>\n<p>In other words, vibe coding your way to an MMM will produce a model that appears to work but is wrong in ways you won\u2019t catch. The scripting isn\u2019t the hard part. The domain expertise required to validate the output includes running channel-specific incrementality experiments to calibrate your MMM.<\/p>\n<h2 id=\"challenge-3-the-human-expertise-layer-isnt-optional\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenge_3_The_human_expertise_layer_isnt_optional\"><\/span>Challenge 3: The human expertise layer isn\u2019t optional<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even when the tooling matures to the point where AI can run a competent default MMM, the irreplaceable human contribution is encoding business context \u2014 things no model can infer from the data alone:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Adstock and carryover context:<\/strong> Your TV buy has a four-week carryover. Your paid search has a three-day carryover. Your branded awareness campaign has a decay that spans months. This information isn\u2019t found in the data. It\u2019s in the minds of the channel experts.<\/li>\n<li><strong>Saturation curve shape:<\/strong> Knowing a channel is likely approaching diminishing returns before the model tells you so, and questioning the results when the model suggests otherwise.<\/li>\n<li><strong>Guardrails and anomaly handling:<\/strong> Factors like COVID troughs, product launches, pricing shifts, and macro disruptions need to be modeled explicitly or flagged as structural breaks. AI doesn\u2019t know your client had a pricing crisis in Q3 2022.<\/li>\n<li><strong>Interpretation sanity checks:<\/strong> A modeled TV contribution of 40% for a brand spending $2 million on TV may \u201cfeel wrong\u201d and warrant investigation. That intuition is earned, not computed.<\/li>\n<li><strong>Organizational translation:<\/strong> The most technically correct model is worthless if you can\u2019t explain why it recommends shifting 15% of the search budget to CTV in terms a CMO and CFO will act on.<\/li>\n<\/ul>\n<h2 id=\"lay-the-groundwork-before-you-build-a-model\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lay_the_groundwork_before_you_build_a_model\"><\/span>Lay the groundwork before you build a model<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The best place to begin is understanding what data you need to fuel the model and who needs to help contextualize and translate that data into effective marketing decisions. Neither is easy or fast, but both are essential if you want to get meaningful insights from your model, regardless of whether you choose an open-source or subscription-based platform.<\/p>\n<p>A practical first step is to <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/github.com\/facebookexperimental\/Robyn\/tree\/main\/demo\" target=\"_blank\" rel=\"noopener\">download Robyn\u2019s demo script and experiment<\/a> with the sample data before applying it to your own.<\/p>\n<\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Marketing mix modelingBayesian inferenceOpen-source softwarePyMCRobynBusiness-to-businessChief marketing officerCTV <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">News<\/a>Data <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/sciencee\/\" data-internallinksmanager029f6b8e52c=\"5\" title=\"Science\" target=\"_blank\" rel=\"noopener\">science<\/a>Honda Motor CompanyMarketing Analytics for Data-Rich EnvironmentsMetaMultichannel marketingNielsen HoldingsPythonSoftware as a service<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+11 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/marketing-mix-modeling-get-right-481849\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise. Marketing mix modeling (MMM) is becoming more accessible, but getting started remains a challenge. After several conversations about MMM adoption, I noticed the same question kept coming up: \u201cWe believe in the concept of MMM,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":737984,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/07\/Why-marketing-mix-modeling-is-still-hard-to-get-right.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-737983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/737983","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=737983"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/737983\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/737984"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=737983"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=737983"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=737983"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}