Marketing Mix Modelling (MMM) has a reputation problem. 

Once heralded as the crown jewel of strategic planning — the empirical backbone of billion-dollar media decisions — MMM today is dismissed by many as slow, outdated, or too academic. And in many legacy forms, it is. Traditional MMM tools are clunky, retrospective, and disconnected from the fast-moving dynamics of modern marketing. They rely on quarterly refresh cycles, simplified assumptions, and hard-coded formulas that flatten nuance and miss context. 

But here’s the thing: the need for MMM hasn’t disappeared. In fact, it’s more urgent than ever. 

We are now in a marketing era shaped by: 

• Signal loss: thanks to privacy regulation and cookie deprecation 
• Multi-touch chaos: journeys span 9+ platforms, often asynchronously 
• Budget pressure: Every dollar is scrutinised by CFOs in real time 
• Attribution failure: Last-click and multi-touch models fall short 

In this world, the idea of using gut instinct or last month’s media report to plan next quarter’s budget is not just risky — it’s reckless. 

You don’t need less modelling. You need better modelling. 

Mortar MMM: Strategy’s Foresight Engine 

Mortar MMM is built to make budget allocation a science again, not a guessing game. It brings marketing mix modelling into the real-time, cloud-connected, machine-learning-powered age. 

And it changes the game in four radical ways: 

1. It’s Fast: Traditional MMM projects take 8–12 weeks. Mortar MMM delivers models in hours. Our system ingests your performance, spend, and contextual data through integrations with your media and analytics platforms, then runs pre-trained modelling engines that simulate outcomes at speed. 
2. It’s Forecast-First: Most MMMs explain the past. Mortar MMM simulates the future. You can test different investment scenarios (what if we cut Meta by 30%? What happens if we double down on YouTube for B2B?) before spending a cent. 
3. It’s Granular: With cohort-level resolution, you can model effectiveness not just by channel, but also by audience, creative, geography, product line, and even seasonal timing. 
4. It’s Continuous: Mortar MMM doesn’t end with a PowerPoint. It updates as new data comes in. It becomes a live planning tool — a cockpit for media, finance, and marketing to operate from together. 

MMM Meets the C-Suite 

One of the most significant breakthroughs with Mortar MMM is that it speaks the language of all your internal stakeholders. Marketers see channel efficiency. CFOs see return on spend. CMOs see how shifting brand and performance investments affect outcomes across the funnel. 

It becomes a source of truth across strategy, performance, and finance — a new system of alignment. 

When paired with Mortar DS and Helix, the MMM engine becomes even more powerful: 

• DS ensures models run on clean, validated, real-time data 
• Helix uses MMM projections to architect campaigns that are not only creative, but also cost-effective by design 

The result is not just smarter planning. It’s executable foresight. 

From Static Reports to Strategic Simulation 

We no longer live in an age where looking backward is good enough. Mortar MMM invites marketing teams to simulate outcomes the way F1 teams model every race condition before they ever hit the track. 

You explore every scenario. You know what trade-offs exist. You run the playbook that performs best. And you adjust weekly, not quarterly. 

This isn’t marketing science in a lab coat. This is marketing intelligence in a Formula One control room. 

And just like the best drivers in the world, the best marketers now win not because they guess better, but because they model faster. 

Mortar MMM puts that capability in your hands. 

You’ve seen the track—now hit it. Start your 14-day free trial.