Revisiting MMM

Most people in advertising are familiar with the idea that “Half the money spent on advertising is wasted; the trouble is which half.” Marketers have spent years trying to unlock the magic formula to understand where the dollars would be best spent to drive efficiency and effectiveness, most recently focusing on MMM solutions. The problem with MMM is that even with the best outputs, we’re beholden to company politics and org structures that don’t allow for the right conversations and allocations of dollars. How can we take a step back to ensure that we’re investing in the right places, for the right reasons and optimizing our investments for brand impact and sales growth?