B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
30%
30% -- mmm adoption rate for B2C marketers (2025)
30% of B2C marketers report using Marketing Mix Modeling (MMM) tools to understand marketing value.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester Research
Primary
Tier C
https://eliya.io/blog/media-mix-modeling/google-meridian-mmm ↗
Source Article
Google Meridian MMM: The 2025 Guide for Marketers
Google Meridian MMM: The 2025 Guide For Marketers
Discover how Google Meridian MMM helps marketers model channel impact, optimize media budgets, and stay ahead with privacy-safe attribution.
Introduction
Google Meridian MMM is an open-source marketing mix modelling (MMM) framework developed by Googl…
Original Research
Forrester Research
· Original study ↗
Methodology
Attributed in the article to Forrester's Marketing Survey; original survey year not stated.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2C marketers: 30% mmm adoption rate. Source: Forrester Research (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/forrester-b2c-marketers-mmm-adoption-30-percent
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<blockquote cite="https://lighthousedata.io/data/forrester-b2c-marketers-mmm-adoption-30-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- mmm adoption rate for B2C marketers<br><small>Source: Forrester Research (2025) · <a href="https://lighthousedata.io/data/forrester-b2c-marketers-mmm-adoption-30-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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