Marketing Mix Modeling (MMM) and testing can produce different answers to seemingly similar questions. When those answers influence major investment decisions, leaders need to know which evidence to trust and how the two methods should work together.
Drawing on 9,480 real-world geography comparisons, two case studies, and survey responses from 455 senior Marketing, Finance, and Analytics leaders, this report examines whether MMM and testing create the most value as rivals, friends, or lovers.
The findings show how organizations can use each method for what it does best, while avoiding forced agreement that can introduce instability or let narrow experimental results influence decisions beyond the conditions they measured.
