Gain Theory has released a guide to help marketers navigate the marketing mix modeling (MMM) ecosystem in an increasingly volatile landscape.
‘Making MMM Fit for 2026: An Essential Guide for Marketers’ explores the surge in MMM adoption, with 47% of US marketers planning to invest in it over the next year, according to eMarketer.
It comes as marketers face mounting pressure to demonstrate the value and impact of marketing against business objectives and defend budgets.
Gain Theory managing partner Sam Fellows said this guide provides the roadmap for making MMM a true business growth engine.
“In an increasingly crowded MMM ecosystem, marketers need clarity on how to extract maximum value from their measurement investments,” he said.
“Speed and sophistication should not be seen as a trade-off, the best MMMs deliver both through a combination of technology and expertise.”
Forrester predicts that a wave of new MMM providers, such as SaaS platforms and open-source tools, will make it harder to discern meaningful differences and erode confidence in marketing measurement.
The guide offers five recommendations to help marketers maximise the value of their MMM programs, along with a practical checklist for evaluating capabilities and key questions to ask current or potential providers.
Recommendations to maximise MMM strategy in 2026
1. Balance speed with adaptability and actionability.
Technology is pushing boundaries in cost and speed, but an overfocus on reporting frequency can come at the expense of generating actionable insights that drive real business value.
2. Prove long-term value, not just short-term ROI.
While ROI has increased by 4% since the COVID pandemic, net profit generated is down 11%. Overly focusing on ROI reinforces the view that marketing is a cost that can be cut, risking untapped incremental sales.
3. Go beyond media-only measurement.
MMM is most often used to understand how media has impacted sales. But it can also measure non-media drivers such as creative, sponsorships, pricing and macroeconomic factors, which are crucial in volatile market conditions.
4. Don’t strive for perfect data.
The quest for perfect data is a luxury few businesses can afford. Focus on using available data for directional insights whilst building a pragmatic roadmap for continuous data improvement.
5. Get insights into what might happen, as well as what has happened.
If your MMM can only tell you where you’ve been, you’re flying blind in 2026. Embedding forecasting and scenario planning enables proactive optimisation rather than reactive analysis.