[{"data":1,"prerenderedAt":217},["ShallowReactive",2],{"insight-featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling":3},{"page":4,"related":146,"index":215},{"id":5,"published":6,"lastPublished":7,"title":8,"slug":9,"thumbnail":10,"date":11,"author":10,"categories":12,"contributors":21,"content":22,"thumbnailStyle":134,"schemaTypes":145,"schemaCustom":119,"faqs":10,"seo":10},"P_llL_1PSm2j75fQpt5YzA","2025-03-17T03:12:15+00:00","2025-03-17T16:03:01+00:00","ANA: Andrew Richardson on the Future of Marketing Mix Modeling","featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling",null,"2025-02-17",[13,17],{"id":14,"slug":15,"title":16},"agDKqj5wSo2wTaPYBuhzSQ","in-the-news","In The News",{"id":18,"slug":19,"title":20},"DdmYL6JDTCeZK6CkPSX1eg","measurement","Measurement",[],{"value":23,"blocks":129},{"schema":24,"document":25},"dast",{"type":26,"children":27},"root",[28,36,45,48,54,96,116,120,125],{"type":29,"children":30},"paragraph",[31],{"type":32,"marks":33,"value":35},"span",[34],"emphasis","The following summarizes an article from ANA, published on February 17, 2025.",{"type":29,"children":37},[38,40,43],{"type":32,"value":39},"SEATTLE, WA – Marketing Mix Modeling (MMM) has been a go-to measurement approach for decades, but as marketing becomes more complex, brands need to rethink how they use it. In a new piece for ",{"type":32,"marks":41,"value":42},[34],"ANA",{"type":32,"value":44},", Andrew Richardson, SVP of Analytics at New Engen, discusses the evolving role of MMM and how brands can modernize their approach to make smarter, data-driven decisions.",{"item":46,"type":47},"X-T0YGnHRzmViEi72aAChw","block",{"type":49,"level":50,"children":51},"heading",3,[52],{"type":32,"value":53},"Key takeaways from the article:",{"type":55,"style":56,"children":57},"list","bulleted",[58,69,78,87],{"type":59,"children":60},"listItem",[61],{"type":29,"children":62},[63,67],{"type":32,"marks":64,"value":66},[65],"strong","MMM must evolve to keep pace",{"type":32,"value":68}," – Traditional annual modeling is too slow for today’s fast-changing market.",{"type":59,"children":70},[71],{"type":29,"children":72},[73,76],{"type":32,"marks":74,"value":75},[65],"A hybrid approach leads to better insights",{"type":32,"value":77}," – Combining MMM with real-time measurement tools provides a more accurate picture.",{"type":59,"children":79},[80],{"type":29,"children":81},[82,85],{"type":32,"marks":83,"value":84},[65],"Speed vs. accuracy is a balancing act",{"type":32,"value":86}," – Brands need faster insights but can’t sacrifice data integrity.",{"type":59,"children":88},[89],{"type":29,"children":90},[91,94],{"type":32,"marks":92,"value":93},[65],"AI is transforming MMM",{"type":32,"value":95}," – New advancements allow for continuous modeling and better optimization.\n",{"type":29,"children":97},[98,100,114],{"type":32,"value":99},"Read ",{"url":101,"meta":102,"type":109,"children":110},"https://www.ana.net/miccontent/show/id/ii-2025-02-mmm-strategies",[103,106],{"id":104,"value":105},"rel","noreferrer noopener",{"id":107,"value":108},"target","_blank","link",[111],{"type":32,"marks":112,"value":113},[34],"How Marketers Can Future-Proof Their MMM Strategies",{"type":32,"value":115}," on ANA to see Andrew’s full take on the future of marketing measurement.",{"type":29,"children":117},[118],{"type":32,"value":119},"",{"type":29,"children":121},[122],{"type":32,"marks":123,"value":124},[65],"About ANA",{"type":29,"children":126},[127],{"type":32,"value":128},"The Association of National Advertisers (ANA) provides insights, advocacy, and best practices to help marketers drive growth and stay ahead of industry changes.",[130],{"id":46,"type":131,"quote":132,"cite":133},"quote_block","MMM remains a powerful tool, but brands that rely on outdated, slow-moving models risk falling behind. The key is to embrace faster, more frequent modeling that integrates with other measurement methods like incrementality testing and multi-touch attribution.","Andrew Richardson, SVP of Advanced Analytics & Measurement",{"id":135,"type":136,"image":137,"photo":139,"logo":141,"bg":143},"G0ooxVHsSfGinxotVbvmig","thumbnail_media_mention_block",{"thumbnail":138},"https://www.datocms-assets.com/151374/1742185461-ana_andrew-richardson_mmm_blog-thumbnail.png?auto=format&fit=max&h=600&q=85&w=700",{"url":140},"https://www.datocms-assets.com/151374/1741204736-andrew-richardson.png",{"url":142},"https://www.datocms-assets.com/151374/1741892332-ana-logo-edited.png",{"hex":144},"#618C70",[],[147,177,202],{"slug":148,"title":149,"date":10,"categories":150,"thumbnail":155,"thumbnailStyle":170},"new-engens-2025-benchmark-report-featured-on-fitt-insider","New Engen's 2025 Benchmark Report Featured on Fitt Insider",[151],{"id":152,"slug":153,"title":154},"SBVnlBKZQEKb1W3KJvwGww","press-release","Press 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Viral Moments You Need to Know","2026-05-26",[182,186],{"id":183,"slug":184,"title":185},"B0y1WBnOS32UYm7_kNLcPQ","trends","Trends",{"id":187,"slug":188,"title":189},"LbuHh1WgRAydUNn_o9U0-w","tiktok","TikTok",{"alt":191,"title":192,"focalPoint":193,"width":158,"height":159,"thumbnail":194,"small":195,"medium":196,"responsiveImage":197},"Bright yellow flip-flops on an upward arrow symbolizing rising TikTok trends in June 2025","Flip-Flopping Into the Trends: What’s Hot on TikTok This 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900w,https://www.datocms-assets.com/151374/1748967322-ne_blog_thumbnails_june_v1.png?auto=format&fit=max&h=2440&q=85&w=2440 1200w","https://www.datocms-assets.com/151374/1748967322-ne_blog_thumbnails_june_v1.png?auto=format&fit=max&h=2440&q=85&w=2440","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgPEAoNDiQQDhMOGRENDQ4OFx8ZGBYVIhUaHysjGh0oHSEiJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBAQHDsoIig7Ozs7OzU7LzsvLy8vOzUvOzUvOy81Oy8vNS8vLy8vLzUvLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAWAAEBAQAAAAAAAAAAAAAAAAAFAwD/xAAeEAABBQACAwAAAAAAAAAAAAABAAIDBBFBgQUTFP/EABYBAAMAAAAAAAAAAAAAAAAAAAQFBv/EABsRAAICAwEAAAAAAAAAAAAAAAEDAAIREiEE/9oADAMBAAIRAxEAPwCEVf2yDU2PFtNbd4QTJXRvBCW++QVukT7aONx2R/mssVORDrNUROOFZSfK6V50rJilbdB2BstXY4n/2Q==","#05a5a7",{"slug":203,"title":204,"date":205,"categories":206,"thumbnail":10,"thumbnailStyle":211},"new-engen-experts-share-predictions-for-2023","New Engen Experts Share Predictions for 2023","2023-01-30",[207],{"id":208,"slug":209,"title":210},"MRbbOcHbQoOkSXAsol9Qqw","pov","POV",{"id":212,"type":172,"title":204,"date":10,"logo":10,"bg":213,"color":10},"XO7rjaJvSkew9G0j6GCqDw",{"hex":214},"#FAF2E8",{"relatedText":216},"\u003Cdiv>\n\u003Cdiv>\u003Cspan> Want to learn more? \u003Ca href=\"https://reachnewengen.com/contact\">Get in touch\u003C/a> \u003C/span>\u003Ca href=\"mailto:info@newengen.com\" target=\"_blank\" rel=\"noopener\">\u003Cspan>\u003C/span>\u003C/a>\u003Cspan> or connect with us on \u003C/span>\u003Ca href=\"https://www.linkedin.com/company/newengen\" target=\"_blank\" rel=\"noopener\">\u003Cspan>LinkedIn\u003C/span>\u003C/a>\u003Cspan>.\u003C/span>\u003C/div>\n\u003C/div>",1780339432000]