From Mythical to Mastered: Making sense of MMM.

MMM is complex. But as marketers, we've become increasingly used to quoting their outputs, rather than questioning them. Truthfully, how well do we know what's under the hood?

In early 2026, we'll be releasing a guide to help us all understand what to ask to ensure we know what's driving the results, and how to interpret them in relation to your media spend, particularly with a view on Out of Home. No complex maths. Just 12 simple, intuitive explanations, rubber stamped by an IPA accredited econometrician.

For exclusive access on release - fill in the form - and we'll drop a copy over to your inbox.