ScanmarQED Blog Can you truly automate Marketing Mix Modeling?

Automation and AI are revolutionizing industries at a breakneck pace, and Marketing Mix Modeling (MMM) is no exception. Automated modeling systems, making use of AI techniques, are becoming table stakes in the marketing world. However, while AI excels in specific parts of the MMM process, it's not a panacea. Trust remains the critical factor-and trust in MMM models hinges on producing sensible, actionable results that align with real-world business dynamics.