Marketing Mix Modeling

Three CPG product silhouettes (Nestle bottle, Haleon medicine pack, Molson Coors beer can) under a fractured marketing measurement dashboard with cracked MMM lines

Nestlé, Haleon, and Molson Coors All Conceded Their Measurement Is Broken

Three CPG marketing leads at Nestlé, Haleon, and Molson Coors said in late April that their measurement systems are broken. None of them named the tool replacing them. The IAB State of Data 2026 report explains why: 75% of marketers say their attribution, incrementality, and MMM are not delivering the

Stretched timeline graphic showing the gap between Hershey's 2024 marketing spend and the mid-2025 read, with a multi-agent MMM dashboard alongside.

Hershey's $450M Media Team Was Reading 2024 Data Halfway Through 2025

The Hershey Company partnered with Mutinex and Tracer to compress its marketing mix modeling cycle from months to three weeks using agentic AI. Hershey's VP of media and marketing technology, Vinny Rinaldi, told Adweek the team got its 2024 spend read midway through 2025, while planning for 2026