Yes, but with some tweaks. Last updated October 2026 Intro You’ve probably read that marketing mix modeling doesn’t work for B2B, that long sales cycles and lower deal volume make it statistically unreliable. That concern isn’t made up. MMM was built for B2C: high-frequency purchases, short cycles, lots of data points. Applied naively to...
Two different tools, answering two different questions. Last updated September 2026 Attribution and MMM aren’t competing for the same job. Attribution is a detailed record of interactions that were recorded in your CRM. MMM is a statistical model that estimates likely relationships between marketing activity and revenue, giving you directions to test. This matters...
You’ve probably seen this stat around the last few years: the average tenure of a CMO is 2 years; the shortest of the c-suite. I don’t know if this is true or how to validate it. But it’s probably directionally correct. B2B CMOs are under immense pressure to perform on many fronts. They must...
Key results: → Real-time insights into every marketing channel → Reduced CAC, higher ROI on the right marketing channels → A custom media mix model built in just 30 days Marketing attribution is often a data exercise that evades many marketers. Some try to attribute channel performance by measuring first touch, others use last...
Is there a generative AI approach to marketing measurement? In the world of B2B marketing analytics, most companies are still using rules-based attribution models. These models use rules to determine the impact of each advertising channel on the overall success of a campaign by assigning credit to steps in an individual’s or company’s path...
Key Results: With the transition from marketing arts to the science of marketing—many companies struggle to get insights early enough in the funnel to make critical changes down the line. And the ROI is hard to find if you have to build out a team of engineers and data scientists to analyze every inch...
