How Often Should a Marketing Mix Model Be Refreshed? - Prescient AI
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October 11, 2023

How Often Should a Marketing Mix Model Be Refreshed?

The frequency of an MMM refresh depends on multiple factors. A brand should consider factors such as seasonality, marketing dynamics, and more. Traditional Marketing Mix models are typically refreshed biannually or quarterly to adapt to changing market conditions and consumer behavior.

However, in today’s dynamic and ever changing media environment, MMMs should be updated on a much more frequent basis. AI has paved the way for a daily refresh of a model, allowing for an agile bespoke MMM for your business, which was unheard of even 5 years ago.

A rapidly adapting model is the foundational learning layer for today’s modern marketer who is often making campaign optimization decisions weekly, or daily.

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