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Why Agencies Can’t Afford to Ignore MMM in 2025

Marketing Analytics

Why Agencies Can’t Afford to Ignore MMM in 2025

With brands focused on improving their measurement solutions, agencies are in a unique position to lead MMM adoption. Their access to marketing data gives them an advantage in helping clients measure true marketing impact. This article explores why this presents an opportunity for agencies and how to package MMM as a service that delivers real results.

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Tomas Putnoky

2025-03-17

Why Time-Varying Models Can Mislead You

Marketing Analytics

Why Time-Varying Models Can Mislead You

Marketing Mix Models (MMMs) help businesses decide where to spend on advertising—TV, social media, email, and more—to get the best results. But what if the model sometimes leads you in the wrong direction? Recent research highlights a key issue: time-varying coefficient models, a common tool in MMM, can confuse changes in marketing effectiveness over time with nonlinear effects like diminishing returns. That confusion can lead to poor decisions. Here’s why—and how to fix it.

Andy Kozak

Andy Kozak

2025-03-06

Do You Need MMM?

Marketing Analytics

How to increase your RoAS by 20%

Want to increase your RoAS by 20% without increasing your ad spend? Marketing Mix Modeling helps brands uncover inefficiencies, optimize budget allocation, and maximize returns. Discover the key factors that influence success and how to apply MMM for continuous marketing improvement.

Tomas Putnoky

Tomas Putnoky

2025-03-03

Do You Need MMM?

Marketing Analytics

Do You Need MMM?

Not sure if you need Marketing Mix Modeling (MMM)? If you're running large-scale, multi-channel campaigns and looking for precise marketing insights, MMM might be the solution. Learn when it makes sense to adopt MMM and what factors to consider.

Tomas Putnoky

Tomas Putnoky

2025-02-28

Integrating Discount Strategies into Marketing Mix Modeling (MMM)

Marketing Analytics

Integrating Discount Strategies into Marketing Mix Modeling (MMM)

In this post, we’ll explore how to properly integrate discounts into your MMM, ensuring you accurately assess their impact on your overall marketing efforts.

Tomas Putnoky

Tomas Putnoky

2025-02-26

Forvio Joins NVIDIA Inception

Press Release

Forvio Joins NVIDIA Inception

Forvio joins the NVIDIA Inception Program to advance AI-driven marketing analytics with GPU-accelerated solutions and an innovative Marketing Mix Model.

Andy Kozak

Andy Kozak

2025-01-10

Practical Guide to Running and Evaluating Forvio GeoLift Experiments

Product

Practical Guide to Running and Evaluating Forvio GeoLift Experiments

Learn how GeoLift experiments measure marketing impact by comparing regions, using Forvio's tools to optimize your campaigns effectively.

Andy Kozak

Andy Kozak

2024-10-06

Forvio Participates in “Master Cross-Channel Measurement with Meta" Event

Partnership

Forvio Participates in “Master Cross-Channel Measurement with Meta" Event

The Meta MMM Summit on June 26, 2024, in London, united global marketing experts and top advertisers to enhance SMBs’ understanding of MMM, featuring contributions from Forvio and DNA Era.

Andy Kozak

Andy Kozak

2024-07-01

Case Study: DNA ERA

Case Study

DNA ERA used Forvio to boost its marketing strategy and revenue.

Slovakia-based DNA ERA, specializing in DNA analysis for health, nutrition, and sports performance insights, has adopted Marketing Mix Modeling (MMM). This shift from traditional last-touch attribution aims to improve the efficiency and effectiveness of acquiring new customers.

Andy Kozak

Andy Kozak

2024-05-20

Survivorship Bias: The Achilles' Heel of Last Touch Attribution

Marketing Analytics

Survivorship Bias: The Achilles' Heel of Last Touch Attribution

Have you ever thought about how WWII aviation engineers can help us understand modern marketing analytics? Well, I have! In my latest piece, I dive into the fascinating connection between history and marketing to show you how a little historical insight can revolutionize our approach to attribution models.

Tomas Putnoky

Tomas Putnoky

2024-02-27

Demystifying the art of Marketing Mix Modeling

Marketing Analytics

Demystifying the art of Marketing Mix Modeling

Today, we will explore the methodology behind the art of Marketing Mix Modeling (MMM), unravelling the secrets to maximizing your ROI, optimizing campaigns, and decoding the formula for success.

Tomas Putnoky

Tomas Putnoky

2024-02-01

continuous MMM

Marketing Analytics

The Power of Continuous Marketing Mix Modeling

The power of Continuous Marketing Mix Modeling (CMMM) lies in its ability to provide businesses with a consistent stream of actionable insights, helping them chart a course to maximize their Marketing ROI in a rapidly changing world.

Talia Cartall

Talia Cartall

2023-10-25

long term effect of brand

Marketing Analytics

Measuring the Long Term Effects of Brand with MMM

Dive into the world of Marketing Mix Modeling (MMM) to uncover how your brand’s influence continues to shape your success over time.

Michael Stahl

Michael Stahl

2023-10-18

GA 4 as a Pizza parlor

Marketing Analytics

Google Analytics 4 Last-Touch Attribution Problem

GA4 is not going to offer marketers data sets they’ve relied upon for years. MMM will pick up the slack — and much more!

Michael Stahl

Michael Stahl

2023-10-11

Forvio Joins Google Cloud Partner Advantage

Press Release

Forvio Joins Google Cloud Partner Advantage

Forvio celebrates their partnership with Google Cloud as they join the prestigious Google Cloud Partner Advantage program.

Talia Cartall

Talia Cartall

2023-10-03

Forvio at Reflect Festival: Discovering Opportunities in a Mediterranean Paradise

News

Forvio at Reflect Festival: Discovering Opportunities in a Mediterranean Paradise

Forvio proudly took part in Cyprus' premier tech and entrepreneurship event, Reflect Festival.

Talia Cartall

Talia Cartall

2023-09-26

Forvio joins forces with Crowdberry Investment Management

Press Release

Forvio Secures 800 000€ in Seed Funding from Crowdberry

Revolutionary Marketing Analytics Platform takes a giant leap forward with significant investment.

Talia Cartall

Talia Cartall

2023-09-12

Cultivating a Thriving Startup Culture: Lessons from Forvio’s European Journey

Team

Cultivating a Thriving Startup Culture: Lessons from Forvio’s European Journey

Launching and growing a startup is undoubtedly a wild journey, filled with late nights, early mornings, project pivots, moments of uncertainty, and, of course, a lot of coffee.

Talia Cartall

Talia Cartall

2023-09-05

Forvio is now a badged Meta business partner

Press Release

Forvio is now a badged Meta Business Partner

As a Badged Meta Business Partner, Forvio proudly forges a strategic alliance with Meta to deliver cutting-edge solutions and revolutionize the marketing analytics landscape.

Talia Cartall

Talia Cartall

2023-09-05

Team

5 Essential Tips on How Digital Nomads Can Balance Work And Travel

In this blog, I aim to provide you 5 Key Principles for Seamless Work and Travel.

Talia Cartall

Talia Cartall

2023-08-24

Marketing Analytics

Attribution with Clicks vs Impressions: MMM vs MTA

In this blog, we’re looking at how marketers are generally attributing and spending their effort.

Andy Kozak

Andy Kozak

2022-12-21

Marketing Analytics

Beginners Guide to Marketing Mix Modeling

Marketing Mix Modeling or Media Mix Modeling (MMM) has been around for nearly 60 years, but this marketing strategy is more important today than ever before.

Talia Cartall

Talia Cartall

2022-11-15

Marketing Analytics

Open Source Battle for MMM: Robyn vs LightweightMMM

In the evolving landscape of marketing mix modeling, two open source tools stand out: Robyn and LightweightMMM. Each offers unique strengths, but which is best for your marketing analytics needs?

Andy Kozak

Andy Kozak

2022-10-18

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Marketing Mix Modeling
Guidebook

Improve your marketing performance with our Marketing Mix Modeling Guidebook, taking you from MMM fundamentals and theory to a clear, step-by-step guide on how to start with MMM.

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How to Operationalize
Marketing Mix Modeling

Explore Forvio’s E-Book on Marketing Mix Modeling, featuring insights from leading marketing experts and their take on industry trends.

Get a Free E-book
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