Retreat To MMM

This podcast episode delves into the evolving landscape of marketing mix modeling (MMM) with a focus on Google's Meridian MMM, its position within walled gardens like Google and Meta, and the emerging concept of shoppable TV. The discussions highlight how Meridian, built in Python and open-source, caters to a wider audience compared to Meta's Robin with its R foundation. The implications of a return to MMM for closed ecosystems signal a growing reliance on these platforms while raising concerns about transparency. The episode further distinguishes between T-commerce and shoppable TV, illustrating the potential for shoppable TV to enhance measurement and attribution in advertising through better integration of TV exposure with purchase data, fundamentally altering the future of commercial interactions.