Why MMM is making a comeback in 2026
After a decade of last-click, marketers are rediscovering Marketing Mix Modeling. Here's why.
RESOURCES
The Bconic blog
Practical guides on marketing measurement, attribution, and analytics — no hype, just data.
MMM
Testing
Geo-lift experiments: how to validate your MMM
Marketing Mix Modeling is powerful, but you should always validate it. Here's how.
Attribution
How to choose the right attribution window
7 days? 28 days? 90 days? The window you choose changes everything. Here's how to pick.
Attribution
What 'incrementality' actually means
Incrementality is the one number you should care about. We explain it without the jargon.
MMM
Reading a response curve, end to end
A walkthrough of how to read a diminishing-returns chart and what to do once you have one.
Privacy
How iOS privacy changes made MMM essential
App Tracking Transparency broke attribution. Here's why regression models are the new standard.