We frequently see MMM done as a backward-looking evaluation with a weak linkage to the commercial realities of the brands being investigated. This is often down to the wrong questions being asked in the first place. If you’re doing an MMM to write an award paper, question what you’re going to learn and how it’s going to benefit the brand.

Not every analyst knows how to share insights in an impactful and honest manner. Not every brand manager or media planner is comfortable with turning insights into action. Accessibility in the insights is important – making them simple to understand will help teams absorb the lessons of your studies. Delivering the right message matters.

A “one-off” MMM study might make a nice document to stimulate conversations but that’s how it was used in the 90’s - the world has moved on. Making MMM part of “business-as-usual” is where the real benefits will accrue over time - marketing isn't a "one shot" game - MMM shouldn't be either. This means we need to create better processes to enable success.

This should be obvious – MMM was developed to look at marketing activities – esp. price & promotion – but some people seem to think it’s just for media (and traditional media at that). We should think of MMM as a tool that can be used for far more – it’s there to explain all significant drivers of demand be they one of the marketing p’s or the wider macro environment.