5 best MMM software options for 2025

Marketing mix modeling (MMM) used to be a very tedious process. Consultants would charge tens of thousands of dollars for it, spend three months collecting and analyzing data and then write a 50-page document with suggestions for the brand to improve its media planning.

Who has time for that these days — especially at that cost?

Luckily, it doesn't have to be this way, as you can now invest in quality MMM software options.

Easy-to-use MMM software has entered the market and is here to stay. These solutions allow marketing leaders and media planners to run marketing mix modeling without the need for expensive consultants. MMM helps teams understand what marketing efforts drive sales so they can readjust how their marketing spend gets distributed over different channels.

You may be thinking — this is great — your team needs it. But which marketing mix modeling software should you use? How do you decide? Do you go with a tried and true solution or one of the new kids on the block?

Here is our list of five MMM tools to consider to maximize the efficiency of your advertising spend in the coming years.

Why you need to invest in top MMM software in 2025

If you have access to a lot of data and are looking to up your marketing game, you can’t be without a quality MMM solution this upcoming year and beyond. Data shows that over 61% of American marketers who spend $500,000 or more a year on digital advertising want better MMM capabilities to enhance their measurement strategy.

Although many prioritize this model, implementing MMM techniques can be challenging, which is why the best software options are paramount. The software you choose matters.

For example, you’ll want to partner with an MMM software provider that can evolve alongside your business. As your needs and requirements evolve, the vendor of your choice should be able to offer support and solutions — like custom-built integrations.

Moving forward, you’ll want to keep up with your competitors — who will likely invest in MMM solutions. Those who understand the synergy between various marketing techniques and channels can optimize their resources more effectively and carve out that much-needed competitive edge.

Step one is to invest in software options that simplify this process, providing deep insights and higher data fluency — often involving the power of artificial intelligence (AI).

The top advanced software options support the complexity and scale of MMM, but what’s available? Here are the best MMM software options to consider before the new year.

Best marketing mix modeling software

Marketing mix modeling software is an invaluable analysis tool in 2025 and beyond. However, not all software options are created equal. You must decode all the fancy wording and marketing fluff to get to the nitty-gritty of each MMM software company's offerings.

When choosing the best MMM software option for your team, many considerations must be addressed, ranging from data collection and analytical capabilities to possible integrations and the level of customization. You need to know what YOUR team needs to make the best choice.

Who will be using the software, and for what? For example, if you’re an ad agency with clients who want to use MMM to inform budgeting decisions, you should prioritize user-friendly and customizable software. There are also some critical analytical capabilities that nearly all teams should have, like the ability to automatically transfer raw data into actionable insights.

Here are five top picks to get the ball rolling and set your team up for success in 2025.

1. Funnel Measurement

Okay, we may be a bit biased here, but hear us out.

Funnel’s Measurement product provides a comprehensive approach to understanding marketing effectiveness through advanced marketing mix modeling, digital attribution and incrementality testing. By combining these methods, Funnel helps marketing leaders pinpoint the exact contribution of incremental spending across channels, allowing them to allocate budgets more effectively and uncover hidden growth opportunities. With AI-powered media optimization, you will gain access to the recommendations that make a difference

Funnel recommends where to increase or decrease spend based on marginal CPA and ROAS, ensuring budget efficiency. Scenario planning and forecasting tools empower teams to make informed strategic decisions, leveraging data to guide resource allocation and drive meaningful results.

Also, collecting the data needed for the MMM analysis is a lot easier with Funnel, thanks to Funnels foundation — the Data Hub.

Funnel’s Data Hub is the core of its platform, designed to seamlessly connect, store and model data from over 500 sources. By automating API management, data refreshes and schema updates, the Data Hub ensures a consistent, accurate flow of information that’s always up to date. This means your teams can rely on a single source of truth for all marketing data, freeing them from manual data wrangling and enabling faster, more strategic decision-making. With a robust foundation, organizations can build a scalable data infrastructure that adapts to growing needs without compromising accuracy or reliability.

Download the Triangulation Tango here to learn more

2. Cassandra

Cassandra is a no-code MMM tool intended to optimize marketing activities without requiring extensive data analysis skills. This AI-enhanced software supports MMM and incrementality testing to maximize your ROI. By leveraging machine learning, Cassandra analyzes your data to create a personalized media plan. As you build your MMM, you’ll be able to gain insight into the real incremental ROI of each channel — both online and offline.

Cassandra is designed for non-tech teams. It allows marketers to optimize MMM through machine learning. This software will build a customized media plan based on real-life budget experiments in as little as three weeks—a process powered by budget allocation. This software is designed to complete a three-step process involving discovering wasteful marketing campaigns, identifying overspends and suggesting an ideal media plan to drive results.

3. Meta’s Robyn

Meta’s Robyn is an open-source tool that aims to make MMM accessible and actionable. This free software allows teams to build in-house models. However, knowledge of R code is required. This language is popular for statistical computing and data analysis, offering tools for testing, visualization, linear and nonlinear modeling, calculation and analysis.

While this is a good option for beginners based on the open-source availability and user-friendly readability, Robyn isn’t ideal for large data sets, and accuracy depends on data quality. There are concerns surrounding higher operational costs, as specialized expertise may be required to get the most out of this software — especially when managing and interpreting results.

Robyn remains an experimental AI and ML-powered MMM package. Developed by Meta Marketing Science, it aims to help marketers leverage actionable insights while reducing human bias. This dynamic software option offers real-time adaptability, one of its greatest benefits. As data is updated, Robyn will continuously learn and alter its analysis. You can make swift adjustments when you keep an eye on evolving market conditions and customer preferences. Those who benefit most from Robyn have a strong presence on Meta-based platforms like Facebook and Instagram.

4. Google’s Meridian

Similar to Meta’s Robyn, Google’s Meridan is an open-source MMM built based on the need for transparency, actionability, innovation and education. Although it officially launched in March 2024, access is still limited to priority advertisers. Since its release, there has been some pushback concerning certain claims, particularly those surrounding innovation.

Meridian is an effective MMM tool — but it leans on common techniques already used by most marketing analytics software vendors, including a geo-level Bayesian hierarchical model incorporating seasonality, frequency and reach data. There are also concerns surrounding a lack of features for model validation. Other limitations include a lack of time-varying covariates, a poor understanding of the interaction between upper-funnel and lower-funnel channels and no constrained optimization.

Again, Meridian is heavily based on AI capabilities, which is an advantage — this technology makes this model so flexible. Meridian’s capabilities are based on advanced technologies and tools like Google Colab Pro+.

5. Keen Decision Systems

Keen is an adaptive MMM platform that helps marketers gain clear insight into the ROI of media channels throughout the marketing funnel. This software incorporates Bayesian methods to enhance adaptability. Although it is beneficial, Keen’s key features are not unique to it. These features include effective media planning across different marketing channels, effective marketing measurement capabilities and annual planning to help you hit strategic goals.

Like the other options on this list, Keen is heavily powered by AI. Keen's focus on predictive analytics and leveraging an interpretive AI model make it stand out. This strategy is based on AI’s ability to help build models, communicate insights and optimize plans.

How to decide on the best MMM software option

The best MMM software for your team will depend on various factors, including whether you want an out-of-the-box solution or an open-source option. While budget matters, free tools have significant limitations, including a lack of time-varying effects and adstock effects. A user-friendly interface is also a main consideration, as are expert support and reporting capabilities.

For example, if your team has the background to navigate the complexity of Meridan and fully utilize its capabilities, it can be a great tool. If you want an end-to-end solution that offers precise measurement via an integrated data hub, Funnel is your best option. Make a list of the most crucial features that will allow your team to thrive.

Here are some additional resources to help you better understand this topic:

• Unified marketing measurement: the next generation of marketing attribution
• Why advanced analytics require accurate data
• Trinity of marketing measurement: holistic marketing measurement

FAQs

What is marketing mix modeling (MMM)?

MMM is an analysis technique that allows marketers to understand how marketing efforts influence key performance indicators (KPIs), often focusing on sales. The “marketing mix” refers to your various channels, including social media, advertising, promotions, etc. The “modeling” portion focuses on statistical models, like regression analysis, to measure each marketing channel’s impact on sales.

Is MMM the same as marketing attribution?

MMM is a form of attribution, but it’s based on probabilistic models rather than click data. It provides a high-level, holistic view of how all marketing channels, including offline, contribute to sales over time. Unlike deterministic attribution models, which track specific customer interactions to assign credit to digital touchpoints, MMM assesses the broader impact of each channel on overall performance. This marketing strategy helps companies decide how to allocate budgets across channels, whereas attribution is more tactical, focusing on optimizing individual digital campaigns. They provide a fuller picture of marketing’s influence, balancing immediate insights with long-term impact.

Why invest in MMM software?

MMM software will help you optimize resource allocation, making it one of the top marketing investments for those seeking maximum efficiency. Marketing mix models and associated software leverage historical data to better understand the impact of various scenarios. You’ll see which channels contribute the most sales and yield the highest ROI.

The top options present data in an easy-to-use dashboard, allowing you to access centralized data. Marketing teams can use these insights to show the impact of marketing activities on businesses, which is crucial when presenting to stakeholders — especially when aiming to maintain or raise marketing budgets. With MMM, you can also predict the outcomes of increasing or decreasing your budget and how that will improve marketing performance.