Originally published July 25, 2024 by Chris Williams
The story of the Honda Cub isn’t just motorcycle history , it’s a masterclass in marketing transformation. By redesigning a complex product into something anyone could use, Honda unlocked a massive new market. The same is happening now with marketing mix modeling (MMM). Once a domain for data scientists fluent in R and Python, MMM is being reimagined as an accessible, intuitive tool for media planners. Just as the Honda Cub became a transportation appliance, Arima’s MMM is becoming a measurement appliance — reliable, easy to use, and built for scale.
