It's easy to see why marketing mix modeling (MMM) is more popular than ever before. MMM only relies on first-party data-a key advantage as privacy laws restrict third-party tracking-and predicts marketing's sales impact in real time thanks to machine learning and cloud computing advances. We wrote this post to show that MMM works for a wide variety of companies, from P&G to Doordash and Asana. Let's break down the common misconceptions floating around MMM so you have the information you need to evaluate the methodology yourself.