What does the future of MMM (Marketing Mix modelling) look like? Good for career to specialise in? I’m worried I’m putting all my eggs in one basket too early on in my career. Can I easily transfer skills to a good paying job if I get bored a few years down the line?

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Do it, with cookies going away, even more walled gardens coming up, existing walled gardens being even more walled gardened, Google’s Cookiesless solution being a joke and no one truly confident in it.

All of these factories and then some, MMM will become even more prevalent. As wells as incrementality measurement, which is separate from MMM but I think will start to be integrated.

While MMM is usually for large brands bc of cost smaller brands especially DTC have started thinking and implementing some type of MMM, especially as they diversify their channel mix.

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Hi! 👋 I think being a thought leader in this area let’s you evolve as the practice does. If you’re interested, I know a firm that’s interested in building a MMM division?

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MMM will be almost mandatory as a measurement methodology to try and measure media ROI as user level conversion tracking almost disappears.

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