Digital Transformation
Marketing mix modelling for mid-market B2B: is it within reach?
Open-source tools have removed the licence fee for marketing mix modelling. The harder questions for a mid-market CMO are data, expertise and decisions. The report sets out the considerations and practical implications discussed in the article.
- Format
- PDF · 14 pages
- Published
- Published Oct 2026
- Article
- Read the article
What's inside
- 01Last-click reporting is failing mid-market B2B at the moment budgets tighten
- 02Marketers trust MMM more than any rival method, yet few have made it routine
- 03Open-source models have removed the licence fee, but not the expertise barrier
- 04Mid-market B2B can model credibly with less data than most teams assume
- 05Experiments are what make a lightweight model trustworthy