Marketing mix modelling is back at the centre of the CFO conversation- twenty10Multi-touch attribution alone can't survive cookie deprecation: triangulation is the new default- twenty10Geo lift tests and incrementality studies are calibrating the next generation of MMM- twenty10Clean rooms + MMM: how retailers and CPGs are closing the measurement gap- twenty10The UK MMM landscape: who's serious, who's selling a dashboard- twenty10Comparing marketing mix modelling providers in the UK- twenty10Brand vs performance: measuring long-term equity effects in a P&L your CFO can read- twenty10Marketing mix modelling is back at the centre of the CFO conversation- twenty10Multi-touch attribution alone can't survive cookie deprecation: triangulation is the new default- twenty10Geo lift tests and incrementality studies are calibrating the next generation of MMM- twenty10Clean rooms + MMM: how retailers and CPGs are closing the measurement gap- twenty10The UK MMM landscape: who's serious, who's selling a dashboard- twenty10Comparing marketing mix modelling providers in the UK- twenty10Brand vs performance: measuring long-term equity effects in a P&L your CFO can read- twenty10
Guide

Marketing Measurement

Short answer

Marketing measurement is the discipline of proving and improving marketing's commercial impact. In 2026 it is a stack: Marketing Mix Modelling for the strategic view, incrementality experiments for causal calibration, brand tracking for long-term equity, and platform reporting for tactical optimisation.

The four layers

1) MMM: cross-channel incremental ROI at portfolio level. 2) Experiments: causal ground truth on individual channels. 3) Brand tracking: long-term equity and pricing power. 4) Platform reporting and attribution: tactical optimisation within a channel. Each layer answers a different question; none replaces the others.

What died and what replaced it

MTA has effectively been retired by signal loss. Last-click attribution has been retired by any serious marketer. In their place: aggregate econometrics (MMM) and clean experiments. This is the biggest shift in marketing measurement in 20 years.

What to build first

Start with an MMM (Bayesian, weekly, calibrated). Add a geo-experimentation programme. Layer in brand tracking. Only then worry about a scenario planner and dashboards. Building bottom-up (dashboards first) always fails.

How to know it's working

The CFO trusts the number. Budgets get bigger when the evidence supports it and get reallocated (not just cut) when it doesn't. Marketing decisions get made in hours, not quarters.

FAQs

What is the difference between measurement and attribution?

Attribution assigns credit to touchpoints, usually within digital. Measurement quantifies causal, commercial impact across all marketing.

How much should I spend on measurement?

A common benchmark is 1-2% of media spend. Under-investing here is the most expensive false economy in marketing.

See how twenty10 puts this into practice

Bayesian MMM, calibrated with experiments, refreshed monthly, delivered as a decision system.

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