IAB Australia has released a Market Mix Modelling Landscape Report, providing marketers, ad agencies and media owners with much needed information on the different products and methodologies together with a marketers’ checklist. The Report also includes a structured eight-stage checklist to guide marketers through the key considerations for MMM implementation. Natalie Stanbury, IAB Australia Research Director said, “When implemented thoughtfully, MMM enables marketers to optimise their investment, enhance strategic decision-making, and demonstrate the value of marketing in driving business growth. It also advises marketers to approach MMM as process of continuous refinement and not as a one-off exercise. The Council includes representatives from media owners, data agencies, media agencies, research companies, tech vendors and advertisers.