How CMOs Use Marketing Mix Modeling to Reclaim Attribution

The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy · Jul 25, 2026 · 7m · transcript

As digital attribution dies in a privacy-first world, marketing mix modeling is making a comeback. Lucas and Luna examine how Procter & Gamble returned to MMM to allocate its $10 billion marketing budget, trading granularity for accuracy. They walk through the basics of the technique — regression models that measure sales impact of TV, digital, print, and in-store — and discuss why clean data and a strong statistical partner are essential. This episode offers a practical framework for CMOs who need to justify spend without relying on cookies or last-click metrics.

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