Practical Ecommerce Merchant

March 3, 2025

Image reading "Marketing Mix Modeling"

The Rebirth of ‘Marketing Mix Modeling’

Lingering privacy challenges and ever-improving cloud and artificial intelligence technology are driving a marketing model renaissance.

Marketing mix modeling (MMM), launched in 1949, fell out of favor in the early 2000s when digital advertising took off. The data-driven technique had long helped marketers understand how variables such as advertising, promotion, and prices impact revenue.

Yet compared to tracking cookies and last-touch attribution models, MMM seemed complex and expensive.

In 2025, however, MMM has enjoyed renewed attention.

Meta and Google have released free, open-source MMM tools in the past couple of years — Google’s Meridian on January 29, 2025, and Meta’s Robyn in 2023.

Why does MMM interest two of the largest digital advertising platforms? I see three probable factors: tracking cookies, AI, and cloud computing.

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To Andrew Youderian, ecommerce brands that do things differently will prosper in the coming years. Read article >

New Ecommerce Tools: February 27, 2025

This week: Canada-based selling, buy-now pay-later, CRM platforms, logistics, shipping tools, long-term domain registration, and seller financing. Read article >

5 Content Marketing Ideas for April 2025

Content topics for April go beyond "Fools' Day" to include repurposing videos as text, celebrating Star Trek, avoiding housework, and poetry. Read article >

From the Archive: July 1998

Collecting Data from Your Website Visitors

Six months ago I began receiving information from Web forms on our site, not only via e-mail messages but also saving it in tab-delimited databases on my Web server for future use. Read article >

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