Jumping into “Do It Yourself” Marketing Mix Modeling (MMM) can seem tempting. With free tools, online tutorials, and the feeling of control, what could go wrong? But what if that decision leads you to spend more time changing the water than actually generating impact?

In theory, it’s like winning a goldfish at the fair: it seems easy, nice, and cheap. In practice, you end up with an entire ecosystem to maintain—filters, nitrogen cycles, and whole Sundays spent caring for something that doesn’t scale, doesn’t surprise, and barely contributes.

The Pitfalls of Homemade MMM

The same thing happens with homemade MMM models. What seems like an agile solution quickly becomes:

• Simplified models that don’t account for cross-effects or external factors.
• No simulators or dashboards, leading to difficult adoption and zero agility.
• Yearly updates (if you’re lucky!), saying goodbye to continuous optimization.
• An entire team dedicated to maintaining something that barely gets off the ground.

From a Fishbowl to the Open Ocean

“At Cirentis, we believe models should live, learn, and scale. It’s not enough for them to work; they must guide million-dollar decisions, adapt to the environment, and deliver value from day one.”

What’s the difference? Our AI-powered approach not only automates the complex parts but also delivers actionable, real-time insights with maximum granularity and transparency. There are no “goldfish”—only measurable results that drive growth.