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JANUARY 30, 2026 |
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Key stat: 60.9% of US marketers prioritize generative insight summaries as their top AI enhancement for next-gen marketing mix modeling (MMM), nearly double the share focused on dynamic learning features, according to an October 2025 survey from EMARKETER and Rakuten. |
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Beyond the chart: |
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MMM is also winning on trust. 27.6% of marketers say it's the most reliable measurement methodology, outranking multitouch attribution (19.4%) and unified measurement solutions (18.9%),
according to the same TransUnion survey. |
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Use this chart: Drop this into your next martech planning session to show where industry priorities stand on MMM upgrades. Use it to justify investments in AI-powered reporting tools over more complex modeling features, and to benchmark your measurement roadmap against peers. |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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