Featured in ANA: Andrew Richardson on the Future of Marketing Mix Modeling

The following summarizes an article from ANA, published on February 17, 2025.

SEATTLE, WA – Marketing Mix Modeling (MMM) has been a go-to measurement approach for decades, but as marketing becomes more complex, brands need to rethink how they use it. In a new piece for ANA, Andrew Richardson, SVP of Analytics at New Engen, discusses the evolving role of MMM and how brands can modernize their approach to make smarter, data-driven decisions.

MMM remains a powerful tool, but brands that rely on outdated, slow-moving models risk falling behind. The key is to embrace faster, more frequent modeling that integrates with other measurement methods like incrementality testing and multi-touch attribution.

Key takeaways from the article:

• MMM must evolve to keep pace – Traditional annual modeling is too slow for today’s fast-changing market.
• A hybrid approach leads to better insights – Combining MMM with real-time measurement tools provides a more accurate picture.
• Speed vs. accuracy is a balancing act – Brands need faster insights but can’t sacrifice data integrity.
• AI is transforming MMM – New advancements allow for continuous modeling and better optimization.
  

Read How Marketers Can Future-Proof Their MMM Strategies on ANA to see Andrew’s full take on the future of marketing measurement.

About ANA

The Association of National Advertisers (ANA) provides insights, advocacy, and best practices to help marketers drive growth and stay ahead of industry changes.

About New Engen

New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey—maximizing it, measuring it, and repeating it. With deep expertise across digital channels, we challenge the status quo to put our clients on the cutting edge of what’s possible in marketing.