Embracing marketing mix modelling in the era of cookies deprecation

As the digital marketing landscape undergoes seismic shifts due to privacy updates like iOS 14 and the impending deprecation of third-party cookies, marketing consultant Elisa Pogliano examines why retailers are left grappling with the evolving challenges of attribution and analytics.

Multi-touch attribution models, once relied upon for understanding consumer behaviour across various touchpoints, are increasingly compromised. Marketing Mix Modelling (MMM), on the other hand, is becoming a hot topic.

But what is MMM, and why are retailers turning to this technique as a reliable alternative for the cookieless future?

Unlike attribution models, which are dependent on tracking and personal data, MMM leverages statistical methodologies to analyse the effectiveness of marketing strategies – meaning it’s fully compliant with privacy regulations and doesn’t rely on third-party cookies.

Accessing real-time tech solutions

While MMM isn't a novel concept (Consumer Goods giants have long embraced it), recent interest has spurred technological advancements, with providers offering solutions that make it more accessible and almost real-time.

With its ability to provide comprehensive insights across diverse marketing channels, MMM empowers retailers to optimise their media mix effectively.

As the digital marketing landscape continues to evolve, embracing MMM represents a strategic shift towards data-driven decision making that respects consumer privacy while driving business growth.

With 18+ years of commercial and marketing experience, Elisa Pogliano is the Founder & Principal Consultant of Hen’s Milk Consulting.