Fragmentation in the marketing industry isn’t new—but the pressure to make faster, smarter decisions in today's increasingly complex landscape is. In this episode, Greg Dolan, CEO and co-founder of Keen Decision Systems, joins host Noor Naseer to discuss how marketing mix modeling (MMM) is evolving to meet these challenges.
Greg outlines how breaking down marketing silos with a top-down and bottom-up approach can drive better decisions, collaboration, and results across teams and organizations. He and Noor also explore why real-time insights and holistic measurement are critical in a world of shrinking budgets and exploding channels.
Takeaways from this episode include:
Traditional attribution models and siloed campaign analysis miss the crucial interaction effects between channels that drive real business outcomes. Dolan explains how modern MMM provides a complete view of how all marketing touchpoints—from PR and offline tactics to digital campaigns—work together to influence consumer behavior and drive measurable business results.
The days of expensive, months-long consulting engagements are over. Today’s MMM solutions can be implemented in weeks rather than months, require minimal data infrastructure (just one year of weekly activity metrics and outcome data), and are accessible to teams with marketing budgets in line with mid-market companies, not just enterprise giants.
The future belongs to marketers who can create continuous feedback loops among planning, execution, and measurement. Dolan envisions a “headless martech stack” where humans step away from manual media planning, and AI systems automatically optimize budget allocation based on real-time performance data and marginal return analysis across all channels.
Listen to the full episode to discover how MMM can identify untapped opportunities, optimize cross-channel budgets, and achieve profitable growth in competitive markets.
