How CMOs Use Marketing Mix Modeling to Reclaim Attribution

As digital attribution dies in a privacy-first world, marketing mix modeling is making a comeback. Lucas and Luna examine how Procter & Gamble returned to MMM to allocate its $10 billion marketing budget, trading granularity for accuracy. They walk through the basics of the technique — regression models that measure sales impact of TV, digital, print, and in-store — and discuss why clean data and a strong statistical partner are essential. This episode offers a practical framework for CMOs who need to justify spend without relying on cookies or last-click metrics. #MarketingMixModeling #ProcterAndGamble #Attribution #Privacy #CMO #MarketingStrategy #DataDriven #TVAdvertising #DigitalMarketing #BudgetAllocation #StatisticalModeling #CookiePhaseout #MediaMix #MarketingLeadership #FexingoBusiness #BusinessPodcast #PodcastMarketing #MarTech Keep every episode free: buymeacoffee.com/fexingo