Marketing Mix Modeling tools (or MMM tools) are essential for key members of advertising teams. CMOs rely on accurate attribution to optimize marketing budgets and prove ROI, while media planners use MMM insights to create effective campaigns. These tools help teams understand the impact of marketing on sales, guiding data-driven decisions. With so many MMM tools—both traditional and next-gen—available for 2025, choosing the right one can be tricky. But not all tools are created equal.
Factors in Choosing One MMM Tool Over Another
When choosing an MMM tool, the best option often depends on who on your team will use it, the team’s size, the tool’s ease of use, and the number of clients you manage. Some tools offer simpler interfaces ideal for a broad range of users, while others provide advanced features suited for analytics-savvy team members. Larger teams may benefit from collaborative features allowing multiple users to work simultaneously, whereas smaller teams might prefer streamlined options. Additionally, agencies with many clients may need tools with high data processing capabilities, while smaller agencies may opt for more lightweight, user-friendly solutions. Each factor influences which MMM tool will offer the most value based on your team’s unique needs. Here’s a look at the next-gen MMM tools to watch for 2025 and the unique advantages each one offers.
Leading MMM Tools for 2025:
#1: Arima
Okay, maybe we're a little biased, but hear us out...
At a glance: Arima offers a data-driven MMM tool designed for today’s agencies and advertising teams. With powerful analytics and synthetic data capabilities, Arima helps brands optimize their media spend and boost campaign performance by delivering deeper insights and more accurate forecasts. Our goal is simple: to give users a clearer understanding of which platforms drive the best results, what their audience truly wants and needs, and how to effectively reach them.
Pros:
- Ease: Simple to use, so anyone in your organization can create and interpret MMMs.
- Speed: Arima’s models are ready in days, if not hours.
- Unique Features and Cross-Integration: Arima’s MMM easily integrates with other tools on the platform, like the cross-media planner and Synthetic Society. This means you can get all the insights you need, all in one place.
- ROAS-Focused: Arima’s tools are designed to help you measure and maximize ROAS, so you can make sure your media budget is working hard in the right places.
Pricing and Business Model: Unlimited models for a flat price, with a white-label option for agencies.
Best for: Arima is not only a great choice for medium to large-sized businesses but also a valuable tool for small businesses. With its user-friendly interface and cost-effective features, it helps small businesses leverage live Marketing Mix Modeling and synthetic data for optimizing their marketing strategies. Small teams can easily integrate the tool into their workflows, benefiting from data processing automation, which can significantly reduce the complexity of performance measurement and decision-making. Arima's scalability makes it adaptable to businesses as they grow, providing actionable insights and measurable results without requiring extensive technical expertise. This makes Arima a great fit for businesses of all sizes, ensuring both efficiency and growth potential.
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#2: Google Lightweight MMM
At a glance: Lightweight is an open-source tool that helps marketers measure the impact of their advertising while keeping data private.
Pros:
- Open-sourced: This allows teams to modify the model to meet their specific needs.
- Integration with Google Cloud: Meridian is built to integrate seamlessly with Google Cloud, offering robust data-processing capabilities.
Pricing and business model: Google's Lightweight MMM is entirely free to use as it is an open-source tool. There is no pricing associated with the tool itself, as Google provides it under an open-source license, making it accessible to anyone.
Considerations:
- Technical Expertise Required: Meridian requires technical knowledge of programming and statistical modeling. This may make it less suitable for small teams without data-science expertise.
- Google does not offer technical support for Meridian (yet).
Best For: Meridian is best suited for mid-to-large companies with in-house data science or analytics teams, especially those already using Google Cloud.
#3 Robyn
Overview: Robyn is another open-source MMM solution developed by Meta to help advertisers optimize media spending and measure the impact of various channels. Being open-source, Robyn is highly customizable, making it accessible for teams with technical expertise looking for a robust, flexible, and privacy-centric MMM tool.
Pros:
- Scalability and Flexibility: The tool allows for customization in model parameters, enabling users to create tailored MMM models that align with unique business needs.
- Integration with Meta Ecosystem: Robyn is optimized for businesses running campaigns on Meta platforms, providing deep insights and more precise modeling for Facebook and Instagram ads.
Pricing and business model:
It is free to use, and anyone can access it to create and customize their MMMs without any restrictions on the number of models they build. However, while the tool itself is free, users may incur costs for the resources required to run the tool (e.g., cloud computing or data storage) and for the expertise needed to set up and maintain the models effectively.
Considerations:
- Technical Expertise Required: Robyn requires a certain level of technical knowledge to operate effectively.
- Meta does not offer technical support for Robyn (yet).
Best For: Robyn is best suited for medium-large businesses with data science resources. For those who want to run significant advertising on Meta platforms, this is a great option.
#4: Funnel
Overview: Funnel is a marketing data aggregation tool that automates the process of collecting, processing, and reporting data from various marketing platforms. It simplifies the task of bringing together data from multiple sources into one unified view for easy analysis, helping marketers make more informed decisions.
Pros:
- Automation: Strong automation capabilities for data collection, which saves time and ensures real-time updates across all marketing channels.
- Customizability: Flexible setup allows users to create tailored reports and dashboards to fit specific business needs.
- Support: Offers responsive customer support and robust onboarding resources to help users get up to speed quickly.
Pricing and business model:
Funnel offers flexible plans tailored to business needs, with pricing based on data sources, volume, and support.
Best For: Funnel is best suited for mid-sized to large businesses looking to centralize and automate their marketing data collection and reporting across multiple platforms.
#5: Aryma Labs
Overview: Aryma Labs offers a modern, data-driven MMM platform with advanced analytics and predictive modeling capabilities. Aryma Labs aims to optimize media spend and improve campaign performance through machine learning and customizable MMM solutions.
Pros:
- Advanced Analytics: Leverages machine learning to deliver detailed insights and predictive capabilities, enhancing model accuracy.
- Customizability: Allows users to tailor models to their unique data and business goals, making it adaptable to various industries.
- User-Friendly Interface: Designed for ease of use, enabling marketing teams to gain actionable insights without deep technical expertise.
Pricing and business model:
Aryma Labs' most popular MMM plan starts at $20,000 and includes services like end-to-end model building, ROI and campaign effectiveness measurement, media saturation analysis, and budget allocation simulations.
Best For: Aryma Labs is well-suited for mid-to-large companies looking for an MMM solution with machine learning capabilities, especially those seeking flexibility and customization in their marketing analytics.
#6: Pecan AI
Overview: Pecan AI provides a predictive analytics platform that leverages machine learning to support data-driven decision-making in marketing and beyond.
Pros:
- Predictive Power: Pecan’s platform is great at forecasting outcomes, which allows marketing teams to foresee trends and adjust their strategies accordingly.
- No-Code/Low-Code Interface: Built for ease of use, Pecan’s platform allows marketing teams to access powerful predictive insights without requiring deep technical skills.
- Quick Insights: With automated data integration and model building, Pecan is a great option for fast-paced teams.
Price and business model:
Pecan AI's Starter plan costs $950/month, providing AI-driven predictions and model training with in-app support.
Best For: Pecan AI is best suited for mid-to-large companies that need a predictive analytics solution capable of quickly generating actionable insights.
#7: Sellforte
Overview: Selleforte focuses on helping brands maximize their ROI. Sellforte’s platform uses advanced analytics to analyze the impact of various marketing channels, which allows businesses to make strategic, evidence-based decisions on media spend and campaign effectiveness.
Pros:
- Channel-Level Insights: Sellforte offers granular visibility into the performance of individual channels, allowing marketing teams to understand what’s working and where to reallocate spend.
- Automated Reporting: The platform automates data collection and reporting, streamlining the process of turning raw data into actionable insights and saving time for marketing teams.
Pricing and business model:
Sellforte offers two plans:
- Performance Plan ($3,390/month) – For eCommerce/D2C teams with digital media connectors, a campaign dashboard, and daily model updates.
- Brand Plan ($4,390/month) – Includes everything in the Performance plan, plus offline media support with monthly updates.
Best For: Sellforte is ideal for mid-to-large companies that are highly focused on ROI and need detailed insights into their channel performance. It’s particularly well-suited for companies looking to fine-tune their media spending based on clear, data-backed recommendations.
#8: Keen
Overview: Keen is a modern MMM platform focused on connecting marketing data to revenue outcomes through predictive insights.
Pros:
- User-Friendly: Designed for ease of use, accessible for marketing teams with limited technical resources.
- Performance optimization: Receive AI-powered recommendations to improve results.
- Automate data collection: With over 300 integrations, Keen allows users to see the full picture, easily.
Pricing and business model:
- $35,000/year per brand – Single user, self-service.
- Disruptor: $50,000/year per brand – Unlimited users, self-service with API access.
- Influencer: $75,000/year per brand – Unlimited users, fully managed service.
Best For: Best suited for mid-sized businesses looking for a straightforward MMM platform that emphasizes revenue impact and predictive insights without requiring technical expertise.
#9: Mutinex
Overview: Mutinex is a marketing mix modeling platform focused on providing real-time analytics and decision support for optimizing campaign effectiveness. It aims to deliver actionable insights to help marketing teams make data-informed decisions.
Pros:
- Real-Time Results: Provides live insights, allowing marketing teams to adjust campaigns on the fly.
- Actionable Suggestions: Offers easy-to-interpret recommendations, making it accessible even for users without data science backgrounds.
- Scalable Platform: Designed to handle large data sets, supporting businesses with extensive marketing operations.
- attribution.
Pricing and business model: Mutinex’s pricing and plans are not publicly available.
Best For: Mutinex is best suited for medium to large companies that prioritize real-time insights and easy-to-action recommendations, especially those with complex, data-rich marketing needs.
#10: Recast
At a glance: Recast helps marketers optimize their advertising by combining MMM and Multi-Touch Attribution. It uses AI to predict revenue based on ad spend and provides tools for budgeting, forecasting, and tracking performance.
Pros:
- A comprehensive view: Combines MMM and MTA for a full picture of marketing performance.
- Flexible: Adaptable to different business needs, like boosting revenue or improving channel mix.
- Privacy-Friendly: Uses first-party data to ensure secure and accurate attribution.
Pricing and business model: Recast’s pricing and plans are not publicly available.
Best for: Sophisticated teams that need a highly accurate and data-driven Market Mix Model platform.
#11: Rockerbox
At a glance: Rockerbox is a marketing performance measurement platform that integrates various methodologies, including Marketing Mix Modeling and Multi-Touch Attribution to provide comprehensive insights for marketers.
Pros:
- Comprehensive Attribution: Rockerbox combines multiple measurement models, including MMM and MTA, to give marketers a 360-degree view of their marketing efforts.
- Customizable & Flexible: You can tailor the platform to meet specific business goals, from maximizing revenue to optimizing the channel mix.
- Privacy-First Approach: Rockerbox uses first-party data, ensuring privacy while providing accurate attribution.
Pricing and business model: Rockerbox offers various plans, but their pricing is not publicly available.
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Considerations:
- Complexity for Small Teams: The depth of data and customization options may be overwhelming for smaller teams without dedicated analytics resources
Best for: Rockerbox's Market Mix Model platform is best for medium to large businesses that need robust, data-driven insights for budgeting and performance forecasting.
Best practices for maximizing the effectiveness of your MMM tool
To get the most out of any MMM tool, set clear goals and key metrics to track across your campaigns. Use high-quality, accurate data from all media channels and ensure it’s regularly updated to reflect changes in trends and consumer behavior. Regardless of which MMM tool you use, adjust your strategy based on insights, reallocating budget to high-performing channels or targeting new audiences. Regularly review and update the model for continued accuracy, using real-time data whenever possible to ensure your results stay aligned with your goals.
Is Arima's MMM Tool the best fit for your team?
Our MMM tool is designed for future-forward teams, offering all the data insights you need on a cross-functional platform that continues to grow with new features. Book a free demo to see how it can support your team’s unique needs and maximize the value of your media investments.
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