With attribution challenges on the rise, machine learning advancements, and open-source tools like Robyn and Meridian now widely available, Marketing Mix Modeling has regained the spotlight as a reliable approach for measuring marketing effectiveness.
Marketing Measurement + Incrementality
Marketing Mix Modeling (MMM) is Making a Comeback
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Accuracy
Inaccurate MMM Models Cost More Than They Reveal.
Inexperienced practitioners often misattribute performance, assigning too much credit to channels or tactics that have little real incremental impact.
Many open-source or automated software models tend to prioritize low error rates and perfect model fit rather than the true goal: accurately predicting and forecasting revenue outcomes.
Understanding the business context.
Factoring in relevant variables.
Comparing different methods.
Model validation through incrementality experiments.
Solving these challenges requires technical expertise.
Turning Uncertainty into Clarity.
At Burac AI, our Data Intelligence team combines advanced analytics with deep strategic experience — refined through thousands of model builds across billions in ad spend and tens of billions in revenue.
Accelerate your business
We Deploy Modern, Outcome-Driven Models
Burac AI’s Data Intelligence team operates under five core principles, in collaboration with our technology division to deliver our proprietary Nova Intelligence Platform.
This blend of cutting-edge software and expert human oversight allows us to deliver speed, scale, and precision unmatched in the analytics space.