DSI：2025年零售媒体时代营销组合模型的未来白皮书（英文版）

Retail media is rewriting the rules of marketing, faster than most measurement models can keep up. For brands, the challenge is no longer just knowing what’s working; it’s knowing it in time to act. Marketing mix modeling (MMM), long considered one of the most trusted tools for quantifying the impact of every marketing dollar, is now under pressure to deliver insights at the velocity of today’s retail media landscape. At its best, MMM reveals the true contribution of each channel — digital, t