Tuning out the Noise: How to Identify the Best Measurement Solution
Conventional wisdom might suggest that the rise of AI and open-source models has commoditized marketing measurement. Countless providers tout their solutions simply because they leverage these technologies. But do they truly deliver—or just distract you from what matters most? Are they revolutionizing measurement—or just selling shortcuts to mediocrity?
The reality is that Marketing Mix Modeling (MMM) has never been more intricate or critical. The Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions provides a comprehensive view of this dynamic landscape providing valuable insights to help you confidently navigate the crowded marketplace.
Too Much Noise in the MMM Provider Landscape
According to Gartner, the proliferation of MMM solutions has been fueled by two key trends:
- The continuing loss of third-party tracking cookies: As privacy regulations tighten and third-party cookies are phased out, marketers are turning to MMM as a reliable, privacy-compliant way to measure effectiveness without dependence on user-level tracking. At Analytic Partners, we champion this approach, recognizing MMM as a critical component of a future-proofed measurement program.
- The rise of AI and automation: The rise of AI and automation: While open-source tools promise simplicity, they often lack the nuanced expertise needed for accurate insights. The idea that “AI will do it all” without the need for human intervention is misleading. A balanced approach that combines advanced econometrics with expert judgment is critical for causal inference models, which underlie effective MMM solutions.
These two factors have contributed to an excess of new, unproven providers from diverse backgrounds including start-ups, advertising agencies, and advertising platforms. While these entrants diversify the marketplace, many lack the track record, methodological rigor, or impartiality needed to deliver trusted and actionable insights.
Silence the Static: Gartner’s Three Filters for Choosing an MMM Provider
Gartner outlines three filters to cancel out some of the noise as you consider a new measurement partner:
- Trust and expertise matter: The most effective MMM solutions are grounded in years of experience, not just the latest technology. These solutions have been developed and implemented by seasoned experts whose clarity and consistency breed confidence. Their methodologies are nuanced, time-tested and validated by numerous brands across diverse industries. So, is this provider’s confidence built on genuine credibility – or merely hype?
- Alignment of incentives: Beware of providers with conflicts of interest, especially those tied to media buying or advertising platforms. Independence was so critical to the Gartner analysts that it became a formal inclusion criterion for this research. This likely explains the absence of vendors like Gain Theory (owned by WPP) and Google Meridian from the research. So, ask yourself: is this provider an ally or advertiser? Who truly stands to profit from these insights?
- Custom solutions over one-size-fits-all: The best MMM vendors tailor their models to your unique business needs. Your MMM model should be the most important algorithm -- not just in marketing, but, with a commercial approach, possibly across your entire business. With stakes this high, customization – reflecting your marketing calendar, strategy, geographic footprint, and key demand drivers – is non-negotiable. After all, how else can you plan the year and dominate the market?
This list above is a great start to simplify partner selection. Space likely limited Gartner authors from listing more – after all, the report is already thirty-four pages long – but if I could add a pair of considerations to further cut through the noise, they would be:
- Multiple KPI optimization within the platform: Enterprise growth plans have multiple goals that are influenced by different demand drivers-- and these goals may even be in opposition. Examples include balancing long- and short-term growth, improving both the top-line and bottom-line, or simultaneously enhancing customer acquisition and customer retention. To adapt quickly, platforms must enable optimizations that compare multiple KPIs, while allowing for different weighting strategies – like 70% short-term and 30% long-term -- on the fly. Off-platform workarounds are too slow, leading to missed opportunities and lost momentum.
- Experiments that compliment, not conflict: Experimentation is a crucial measurement method, but misguided advice often complicates how to incorporate it into Marketing Mix Models -- especially from less mature providers. Look for providers with platforms that can decontaminate tests, giving you the full benefit of experimentation without the headaches of conflicting results from different sources.
Want to dig further into this and other MMM trends?
The world of MMM may be crowded, but the stakes for choosing the right partner have never been higher. Ready to cut through the noise? Download the Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions to gain expert insights and find the provider that’s right for you. Beyond covering the key trend discussed here, this report is loaded with valuable information to sharpen your RFI, simplify provider shortlisting and guide your next steps with confidence.
Want to Avoid the MMM Noise Completely?
At Analytic Partners, we elevate our clients above the noise of traditional MMM to a broader, more impactful solution: Commercial Analytics. Recognized as a leader by both Gartner and Forrester, Commercial Analytics integrates brand, customer, operational, and touchpoint insights to deliver actionable, future-focused intelligence.
Unlike other solutions, which often fall short by remaining siloed or backward-looking, Commercial Analytics offers a holistic decisioning framework that is adaptive, privacy-safe, and designed for modern complexities. This approach goes beyond measuring marketing effectiveness—it delivers a complete view of the factors driving business performance. By combining predictive modeling with strategic foresight, Commercial Analytics empowers organizations to overcome the limitations of low-cost MMM and fragmented MMM+MTA approaches, ensuring sustainable growth and long-term value.