Moving Beyond the Model: How to Overcome Challenges of Open-Source Marketing Mix Modelling

Many marketing teams are currently testing open-source MMM tools internally. However, a common trend is emerging: the models run successfully, but the exercise fails because no one feels confident enough to make strategic changes based on the data.

If you want to turn measurement into impact, you need to shift your focus from simply "testing" to implementing MMM. Below are the three primary hurdles to taking action from MMM and how to overcome them.

Building trust in your results 💡

While the model looked sound, the marketing team couldn’t connect it to their day-to-day reality. As expected, results differed from last-touch measurement. But there was no change management or explanation of why the outcomes shifted. Without confidence in the outputs, no one wanted to adjust budget or strategy.

At Linea we overcome this in three ways:

1. Training: Marketing, Finance & Data teams need to understand the difference in approaches & why difference will exist
2. A focus on taking action: To prove value of your MMM initial projects should have a singular focus on a key business question. Whether it’s to “set Q3 budget” or “measure Meta’s ability to spend more” or any other question. Having a focus that all stakeholders agree upon allows you to show success - wider actions can be generated in future updates
3. Accept challenge: Teams leading MMM need to understand it's a “tool in the tool box” not the final answer. A response to challenge, e.g. around performance of a specific channel, should be a mixture of evidence and future testing. Building this trust is imperative.

No tools or structure to take action 🧰

MMM only adds value when it helps answer real business questions, whether that’s informing planning, forecasting, or testing. Too often, there is a focus on the technical nature of an MMM model. In reality there needs to be a mix of building a solid model combined with a focus on how to take action from the results.

At Linea we overcome this with a combination of Platform & People:

• Platform: Building tools that make implementation practical. Like the Linea Scenario tool
• People: Analytics experts that focus on helping you take action and not just reporting results.

Solving the brand search trap 📈

One of the biggest technical issues we saw was over-allocation to brand search. The model treated clicks as proof of success, when in reality much of that demand was driven by other channels.

By not measuring what creates brand search, the model undervalued mid-funnel activity like YouTube or TV that actually builds demand. This imbalance leads to short-term optimisation at the expense of long-term growth - see more.

Conclusion: From Modeling to Impact

The success of an MMM project isn't defined by the code—it’s defined by the organisation's readiness to act.

While open-source MMM tools are excellent for experimentation, turning those insights into business growth requires trust, the right tools, and expert guidance.

Ready to move beyond testing?

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