In marketing analytics, the choice between bespoke and generalised Market Mix Models (MMM) is a crucial decision that can significantly impact your business's future. I've seen firsthand the pitfalls of clinging to outdated methodologies. I's time we address the elephant in the room: why do so many companies still opt for bespoke MMM solutions when modern, generalised models offer far more value and flexibility?
Why Generalised MMM Models Make the Most Sense
