As data privacy rules tighten and attribution becomes harder to trust, MMM is gaining fresh relevance as a strategic tool for understanding what’s really driving performance. To make it work, marketers need more than just a model. They need alignment, accessibility, and strong data foundations.

Jonathan Sweeney is the Senior Director of Data at Gain Theory, a marketing effectiveness consultancy that’s been pioneering MMM since the 1970s. In this episode of The Undiscovered Metric, he joins host Mark Debenham to explore how MMM is being applied today, how MMM complements attribution, and what marketers need to do behind the scenes to get real insight.

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