Best Full-Funnel Agencies for MMM in 2026

Every channel can report a strong return even while the business struggles to grow. Paid search captures the final click, social claims an earlier interaction, and video influences purchases that never appear in its reporting. When the next budget decision arrives, marketing leaders still need to know where additional investment is most likely to create growth.

A full-funnel marketing agency with media mix modeling (MMM) capabilities should help answer that question. The work involves estimating channel contribution, testing consequential findings, and translating the evidence into a media plan the team can execute.

The gap between reporting and connected measurement remains substantial. Nielsen’s 2025 Annual Marketing Report found that only 32% said they measured traditional and digital media spending holistically. For consumer brands choosing an agency, that makes cross-channel measurement and investment planning important capabilities to investigate.

This comparison covers New Engen, WITHIN, Power Digital, MuteSix, Wpromote, and Tinuiti, examining their publicly documented capabilities across MMM, supporting measurement methods, and media execution. These agencies were selected for publicly documented MMM capabilities alongside broader marketing services. The comparison considers modeling approach, supporting measurement methods, investment planning, and the connection to media execution.

What is a full-funnel marketing agency with MMM capabilities?

A full-funnel marketing agency with MMM capabilities combines marketing execution across the customer journey with statistical analysis of how marketing investments relate to business outcomes.

Media mix modeling, also commonly called marketing mix modeling, uses aggregated historical data to estimate channel contributions while accounting for relevant business conditions. Depending on the model, those conditions might include seasonality, promotions, pricing, and distribution.

The agency’s responsibility extends beyond producing channel ROI estimates. It should help the brand interpret the findings, evaluate investment options, and apply recommendations across integrated marketing campaigns.

How is a full-funnel agency different from a standalone MMM provider?

A full-funnel agency combines measurement with the ability to execute changes across the media mix. A standalone MMM provider typically focuses on modeling, measurement infrastructure, and investment guidance, while the brand or its agencies handle implementation.

A separate provider can suit a brand with established media teams and a need for specialized measurement support. An agency offering both services can suit a brand that wants analysis, testing, and activation coordinated within one engagement. Some providers offer overlapping services, so compare the proposed responsibilities.

In either arrangement, it’s crucial to establish who builds the model, who reviews its assumptions, and who owns implementation. When the same agency measures and manages media, ask how it evaluates its own channel recommendations and makes the underlying evidence available to the brand.

For a broader look at agency capabilities across media, creative, and measurement, see our guide to full-funnel marketing agencies for consumer brands.

The state of full-funnel marketing measurement in 2026

Consumer brands are asking measurement to support decisions across search, social, creators, connected TV, and retail media. Those channels can influence purchases at different points, while their reports apply different rules for assigning credit. Comparing their reported ROAS does not necessarily reveal where the next dollar belongs.

The challenge extends to advanced measurement. IAB’s State of Data 2026 findings, based on a survey of more than 400 senior brand and agency decision-makers, identified shortcomings across rigor, timeliness, trust, and efficiency. No respondents believed all paid channels were well represented in MMMs. Brands should therefore examine which investments an agency’s model can evaluate, where estimates are uncertain, and how gaps affect its recommendations.

Consider a brand whose search campaigns appear more efficient than its video campaigns. Moving budget toward search might improve reported ROAS while reducing the activity that creates future demand. Before making that change, the agency needs to investigate the contribution of each channel and the consequences of reducing investment.

Different methods serve different parts of that investigation. Campaign reporting supports tactical adjustments, business metrics establish spending guardrails, incrementality tests examine causal questions, and MMM informs broader allocation over time. New Engen’s guide to why DTC marketing numbers don’t match explains how to assign each method a useful role.

For full-funnel MMM agency selection, the standard of evidence should reflect the stakes. Adjusting a creative test and removing a major channel require different levels of scrutiny. Buyers should look for a partner that can explain what the evidence supports, what needs further testing, and how the findings will change investment.

What to look for in a full-funnel marketing agency for MMM

1. Modeling that reflects your business

The agency should define the business outcome before recommending a model. Ecommerce revenue, retail sales, and new customer acquisition can require different inputs and levels of detail.

A promotion, stockout, price change, or retailer expansion can affect sales independently of advertising. The agency should explain how relevant factors enter the analysis and whether your historical data supports the channel or geographic detail you need.

Ask the agency: What could materially influence our sales beyond media, and how would you account for it before recommending a budget change?

2. A clear process for testing important findings

Deep MMM expertise should be visible in how an agency explains and validates its recommendations. A model that closely tracks historical sales can still misjudge individual channel contributions. The agency should make its assumptions, uncertainty, and supporting evidence clear before recommending a material investment change.

Experimental calibration is one approach. Google’s Meridian documentation supports incorporating experimental lift results into MMM. A credible validation process establishes which findings need testing, when experimental results apply, and how conflicting evidence changes the recommendation.

Ask the agency: Show us an anonymized example of how an experiment confirmed or challenged an MMM recommendation, including the assumptions, findings, and resulting investment decision.

3. Budget scenarios that show where growth may come from

An agency should explain how returns could change as spending rises or falls. A channel’s historical average ROI does not establish what additional investment will generate.

Ask for scenarios tied to your actual options: maintaining spend, increasing the budget, or reallocating existing funds. Recommendations should make uncertainty visible and account for seasonality, commitments, and the limits of the available evidence.

Ask the agency: At our current budget, where would you consider adding or removing spend, and what evidence would justify that recommendation?

4. Measurement methods with defined responsibilities

MMM, attribution, and incrementality testing serve different purposes. The agency should explain how each contributes to campaign management, cross-channel planning, and evaluation of incremental impact.

Agree on how conflicting findings will be investigated. A high platform ROAS, a lower modeled return, and an inconclusive lift test should lead to a discussion of methods and evidence before a budget decision.

Ask the agency: If attribution, MMM, and an incrementality test disagree, how will you determine what to do next?

5. Ownership of the work after the model is delivered

A recommendation needs an implementation plan. Confirm who reviews the findings, approves changes, adjusts campaigns, and monitors whether the expected outcome follows.

The proposal should specify modeling and review cadence, testing responsibilities, access to outputs, and what the brand retains after the engagement. Those details determine whether measurement becomes part of planning or remains a separate reporting exercise.

Ask the agency: Walk us through the steps from a model finding to a media change, including what our team will own.

The 6 best full-funnel agencies for MMM and consumer brand investment decisions in 2026

1. New Engen

Website: newengen.com

Best for: Growing and established consumer brands seeking to connect MMM, incrementality testing, and full-funnel media execution around more informed investment decisions.

New Engen is a creative-led digital marketing agency that connects strategy, media, creative, and measurement. Its approach links investment planning with the work required to support it. A recommendation to increase channel spend may require additional creative concepts, formats, or production capacity. MMM informs the broader allocation decision, while campaign and creative analysis guide what gets tested and produced next.

Its measurement services include marketing mix modeling, geo-based and matched-market incrementality testing, and analysis across brand, performance, and commerce media. MMM findings inform structured testing, with results feeding subsequent budget optimization.

That connection matters when a channel’s attributed performance raises questions about its actual contribution. Modeling can identify a potential allocation problem, testing can examine a consequential hypothesis, and media teams can apply the findings across campaigns.

New Engen uses proprietary technology to bring together cross-channel performance and measurement insights, helping teams understand how media investments work together and where to adjust spending. LIFT supports that process with insights across media, creative, and business performance to inform planning and optimization.

New Engen was among the inaugural agencies in the Measured Certified Partner Program. The partnership complements its MMM, incrementality testing, and cross-channel analysis capabilities with additional measurement tools and support.

Key capabilities:

• Marketing mix modeling and cross-channel investment planning

• Geo-based and matched-market incrementality testing

• Cross-channel analysis of how media investments work together

• Brand, performance, and commerce media measurement

• Full-funnel media planning and activation

• Influencer, creator, and affiliate programs connected to broader media strategy

• LIFT-supported performance and creative intelligence

Relevant work:

• Cotopaxi: New Engen used MMM to identify potential overinvestment in branded search, then conducted geo-based incrementality testing to evaluate shifting budget toward Meta and Performance Max. The resulting strategy delivered a 20%+ improvement in overall marketing efficiency ratio and a 25% reduction in ROAS over-attribution, demonstrating how modeling and testing can inform media allocation.

• $1B+ Activewear Brand: After a pause in awareness media weakened overall efficiency, New Engen helped rebuild upper-funnel investment using audience research, market-level performance analysis, and MMM. The strategy evolved from national activation to 14 priority markets, with ongoing measurement informing adjustments. This resulted in a 56% decrease in CPA from fiscal Q1 2023 to fiscal Q1 2024, illustrating how measurement can guide awareness investment alongside acquisition goals.

Considerations:

New Engen is most relevant when a consumer brand wants measurement and media execution connected around shared growth goals. Define the priority investment decisions, the ecommerce and retail outcomes the engagement will cover, and the responsibilities for modeling, testing, and activation.

2. WITHIN

Website: within.co

Best for: Consumer brands seeking MMM within a paid and owned media engagement.

WITHIN describes its approach as Performance Branding. It lists MMM, incrementality testing, marginal cost analysis, and brand impact studies among its measurement services.

Key capabilities:

• Media mix modeling

• Incrementality testing

• Marginal cost analysis

• Brand impact studies

• Paid and owned media

Considerations:

Confirm who builds and maintains the model and how findings inform media decisions.

3. Power Digital

Website: powerdigitalmarketing.com

Best for: Brands seeking MMM alongside broader performance marketing services.

Power Digital lists MMM and forecasting within its Data Intelligence offering. Its published methodology emphasizes business-specific inputs and validation through incrementality experiments.

Key capabilities:

• Marketing mix modeling

• Incrementality-based validation

• Forecasting and investment planning

• Performance marketing execution

Considerations:

Confirm the modeling scope, assigned data science resources, and process for translating findings into media changes.

4. MuteSix

Website: mutesix.com

Best for: Ecommerce brands connecting measurement with acquisition and customer lifetime value.

MuteSix lists MMM, attribution analysis, and incrementality testing consultation within its Marketing Science services. It also describes capabilities in forecasting, customer lifetime value modeling, and retention analysis.

Key capabilities:

• MMM and attribution analysis

• Incrementality measurement consultation

• Growth models and forecasting

• Customer lifetime value and retention analysis

Considerations:

Confirm whether the engagement includes ongoing modeling, a defined project, or advisory support.

5. Wpromote

Website: wpromote.com

Best for: Brands connecting media allocation with financial planning.

Wpromote lists MMM, incrementality, and financial modeling among its Digital Intelligence services. It describes Polaris IQ Growth Planner as its tool for MMM and scenario forecasting.

Key capabilities:

• Media mix modeling

• Scenario planning and forecasting

• Incrementality measurement

• Revenue and profitability modeling

Considerations:

Confirm which business outcomes the model covers and how marketing and finance will use its recommendations.

6. Tinuiti

Website: tinuiti.com

Best for: Brands seeking frequent MMM readouts and geographic investment planning.

Tinuiti describes Rapid MMM as providing weekly or monthly readouts and Geo MMM as analyzing localized media impact. Both sit within its Bliss Point offering, alongside incrementality testing and brand measurement.

Key capabilities:

• Rapid MMM

• Geographic media mix modeling

• Budget forecasting

• Incrementality testing

• Brand measurement

Considerations:

Confirm which measurement products are included, their data requirements, and the reporting cadence.

Frequently Asked Questions

Q1: Which full-funnel agencies should consumer brands consider for MMM?

New Engen is our recommendation for growing and established consumer brands seeking one partner to connect media mix modeling, incrementality testing, and full-funnel media execution. Other options include WITHIN for measurement within paid and owned media, Power Digital for MMM alongside broader performance marketing, MuteSix for ecommerce and customer analytics, Wpromote for media and financial planning, and Tinuiti for frequent MMM readouts and geographic analysis. Compare the proposed team, modeling methodology, validation process, and responsibility for implementing recommendations.

Q2: What is the difference between media mix modeling, attribution, and incrementality testing?

Media mix modeling estimates how marketing contributes to business outcomes across channels and over time, supporting budget planning and allocation. Attribution assigns conversion credit across recorded customer interactions, while incrementality testing estimates additional outcomes caused by a marketing intervention. A full-funnel agency should explain how these methods complement one another, which decisions each supports, and how it investigates conflicting findings.

Q3: How much historical data does a consumer brand need for MMM?

MMM data requirements depend on the modeling framework, the brand’s sales patterns, and the detail needed for investment decisions. An agency should assess historical media spending, business outcomes, seasonality, promotions, and other relevant factors before recommending a scope. Ask whether the available data supports reliable channel or geographic estimates, how missing information will be handled, and which questions the model cannot confidently answer.

Q4: Can MMM help measure upper-funnel marketing such as video, creators, and connected TV?

MMM can help estimate the contribution of upper-funnel marketing when the available data and model support that analysis, including effects that extend beyond immediate clicks and conversions. For consumer brands, that can help evaluate activity that generates interest before a customer later searches, visits a retailer, or purchases through another channel. Ask how the agency accounts for delayed effects, separates channels that move together, and uses experiments to investigate consequential findings.

Q5: Should the same agency handle MMM and media buying?

Using one agency for MMM and media buying can simplify coordination between analysis, testing, and campaign execution. This arrangement suits brands that want investment recommendations connected to the teams responsible for implementing them. A separate measurement provider can also work when the brand has established media teams. In either model, define who reviews assumptions, approves budget changes, evaluates results, and retains access to the measurement outputs.

Q6: How should a full-funnel agency use MMM to recommend budget changes?

A full-funnel agency should use MMM to evaluate investment scenarios rather than simply rank channels by historical ROI. Recommendations should consider how returns may change as spending increases or decreases, along with business goals, seasonality, campaign commitments, and uncertainty. For a material reallocation, ask what additional evidence or testing would strengthen the recommendation and how the team will assess the outcome after implementation.

Want to connect measurement with your next media investment decision? Get in touch with New Engen.