Why this conversation matters now

In an era where marketing complexity is exploding—across channels, platforms, and KPIs—Marketing Mix Modeling (MMM) should be a marketer’s secret weapon. Instead, it’s often a frustrating exercise that results in a few pretty graphs, a list of budget tweaks… and little else.

So, what’s going wrong?

At Cirentis, we believe the problem isn’t the math. It’s the mindset.

The Real Problem with Traditional MMM

Legacy MMM approaches treat modeling as a destination rather than a tool. Marketers are guided to:

• Build a model
• Tweak the coefficients
• Run a few scenarios
• Create a slide deck

And then… back to business as usual.

This loop has repeated for over a decade, and while the methodology has matured, the value hasn’t scaled. Growth remains elusive.

Why? Because traditional MMM is backward-looking, slow to update, and often disconnected from day-to-day decision-making. It’s an academic artifact in a world that needs actionable intelligence.

We Don’t Need Better Models. We Need Better Products.

The core issue is product vision.

At Cirentis, we treat MMM not as a static analysis tool, but as a growth copilot—a living system that works alongside marketing teams, every day, in real time.

Here’s what that looks like:

A Modern MMM Must Be:

• Automated in Data Cleaning

  No more weeks of engineering drama. Our system prepares data fast and reliably.

• Robust in Modeling

  Endogeneity, multicollinearity, and noise? Solved with advanced AI techniques.

• Action-Oriented in Output

  Forget academic coefficients. Get crystal-clear answers on what to do next.

• Real-Time in Insight Delivery

  Update weekly. Adjust instantly. Optimize continuously.

The question is no longer “Which model should I use?”

It’s “Which product helps me grow faster, smarter, and with less friction?”

The Industry Has Changed. Your MMM Should Too.

In today’s landscape:

• Platforms proliferate: From TikTok to connected TV, the touchpoints are endless.
• Teams are fragmented: Strategy, media, performance, analytics—often siloed.
• Pressure is relentless: CMOs must justify every euro spent.

Marketers don’t have time to decode complex outputs or wait weeks for re-runs. They need tools that help them act, not analyze.

That’s where Cirentis comes in.

Cirentis: From Modeling to Momentum

Our AI-powered solutions—like the Open Budget Allocator (OBA) and Media Optimizer (MO)—transform MMM into a dynamic, always-on engine for decision-making.

How we do it differently:

• Transparent, unbiased modeling: No black boxes. No analyst biases.
• Granular insights: Go from macro media channels to tactical levers with ease.
• Comparative benchmarking: Validate your results against peers and industry norms.
• Real-time updates: So you’re never making decisions based on stale data.

In short, we give marketers something they can actually use: a product that drives growth, not just slides that describe it.

Want to Scale? Think Product, Not Model.

Too many marketing teams are still stuck asking “What’s the best model?”

But the real winners ask:

“What’s the system that will help me grow better, faster, and smarter?”

At Cirentis, we believe that marketing mix modeling isn’t dying—it’s evolving. The future belongs to tools that are:

• Built around user needs
• Designed for real-world frictions
• Powered by AI, but grounded in strategy

If your MMM doesn’t help you scale, it’s time to change the game.

You can also check out the original post that inspired this article here.